FaceTime

📋 1 Guidelines

🔗 Connections

Sector

Marketing advertising

Region

United kingdom

Guideline Year

2016

Language

English

Tags

Marketing

Official Websites

Brand Guidelines

2016

Brand Summary

Mission
  • FaceTime is the marketing body for the multi-billion pound live events industry, set up to help customers harness the power of live events to drive sales, enhance customer relationships and deliver customer insight. Its mission is to provide expertise and guidance for marketers and businesses explaining why and how live events work and how to get the very best out of the medium. FaceTime champions best practice in the live events industry, builds insight into the medium through market-leading research and promotes its unique qualities with the goal of growing the sector.
Core Values
  • professional
  • informative
  • honest
  • straight talking
Target Audience
  • Marketers, businesses, and customers in the live events industry seeking to drive sales, enhance relationships, and gain customer insight.
Personality Traits
  • relaxed
  • fun
  • engaging
  • playful
  • professional
Visual Identity Overview
  • The visual identity is clean, modern, and minimalistic, emphasizing communication and dialogue through stylized speech bubble icons, bold colors (blue, green, black, white), and consistent use of the Gotham typeface. The logo and imagery reinforce the brand’s focus on live events, conversation, and connectivity.

Categories

Brand Voice
  • Face Time is an initiative that is intended to communicate with a wide range of our members’ customers in a relaxed, fun and engaging way. The FaceTime Tone of Voice should reflect this whilst maintaining the core values of the AEO of being professional, informative, honest and straight talking
  • Although FaceTime may be considered the fun, sometimes playful, younger brother in the AEO brand family, jargon and slang terms should be avoided.
Brand Imagery
  • Modern imagery with a more abstract feel, to create a library for FaceTime, consisting of a range of subjects to reinforce FaceTime’s guidance for marketers and businesses.
  • All photographs used for FaceTime require a corporate blue colour filter applied as an overlay with opacity percentage between 60-80%
  • Icons should be simple, fresh and have a black keyline to provide impact when used on coloured backgrounds.
  • Images and Icons can be placed in the ‘speech’ icon style to illustrate communication that FaceTime creates at live events.
  • These can be used to highlight information in folders or marketing literature. The Icons can be used in the commercial guides to create a consistent theme throughout.
  • Icons can also be used on their own on a contrasting background, however photographic images should always be positioned in the ‘speech’ icon. unless used as a full page image.
Color Palette
  • The primary colour palette is also used to create the main logo.
  • The secondary colour palette complements the logo and can provide a wider variety of colours if needed.
  • Pantone 382C Pantone 306C C35 M0 Y100 K0 R203 G217 B46 C75 M0 Y0 K0 R0 G194 B243 #cbd92e #00c2f3
  • C80 M30 Y25 K30 R72 G110 B130 #486e82
  • C0 M50 Y100 K0 R247 G148 B30 #f7941e
  • C0 M0 Y0 K50 R151 G151 B151 #979797
  • C0 M100 Y60 K10 R182 G7 B63 #b6073f
Typography
  • Gotham is the FaceTime corporate typeface and should be used in all communications where possible. Using this font lends a clean and open image and brings consistency to the FaceTime brand.
  • In most instances you should only need light and bold version from the Gothic family.
  • Copy is ranged left and is set in upper and lower case at 9pt with 12.755pt leading, this can be increased using +4 leading (eg 10pt on 14pt). There is no maximum size for type though it should never be smaller than 8pt.
  • Calibri should be used if Gotham is unavailable. For all correspondence by FaceTime in-house such as email and typing templates Calibri should be used.
Logo Usage
  • Do not reproduce the logo as the logo words are not a pure typeface, do not adjust any colours on the icons or sizes of the icons in relation to the logotype.
  • If you need to scale the logo make sure it is scaled equally width and height in percentage.
  • Please ask for a copy of the logo which FaceTime will be happy to supply in the requested format.
  • We respect the logo by giving it some space. The preferred clearspace around the logo is equivalent to height of the letter ‘‘from the logotype.
  • In print, the logo should never appear smaller than 7mm, on-screen it must appear at least 50 pixels wide.
  • The main FaceTime logo, with gradient blue and green icons and black logotype is shown under ‘Normal: colour’
  • Where contrast is limited, the logo may be reversed to white on a brand colour or image.
  • When placing the logo on a photographic background make sure that the logo is fully visible and check with FaceTime before proceeding.
  • RGB, CMYK and mono versions are available on request.
Tone And Messaging
  • Face Time is an initiative that is intended to communicate with a wide range of our members’ customers in a relaxed, fun and engaging way. The FaceTime Tone of Voice should reflect this whilst maintaining the core values of the AEO of being professional, informative, honest and straight talking
  • Although FaceTime may be considered the fun, sometimes playful, younger brother in the AEO brand family, jargon and slang terms should be avoided.
  • Visual tone is playful with bold colours, Icons and speech icons to highlight copy.
  • Visual tone is more corporate, with photography and speech icons to highlight copy
Brand Values
  • Face Time is an initiative that is intended to communicate with a wide range of our members’ customers in a relaxed, fun and engaging way. The FaceTime Tone of Voice should reflect this whilst maintaining the core values of the AEO of being professional, informative, honest and straight talking
  • Although FaceTime may be considered the fun, sometimes playful, younger brother in the AEO brand family, jargon and slang terms should be avoided.
Visual Style
  • Do not reproduce the logo as the logo words are not a pure typeface, do not adjust any colours on the icons or sizes of the icons in relation to the logotype.
  • If you need to scale the logo make sure it is scaled equally width and height in percentage.
  • The preferred clearspace around the logo is equivalent to height of the letter ‘‘from the logotype.
  • In print, the logo should never appear smaller than 7mm, on-screen it must appear at least 50 pixels wide.
  • The main FaceTime logo, with gradient blue and green icons and black logotype is shown under ‘Normal: colour’
  • Where contrast is limited, the logo may be reversed to white on a brand colour or image.
  • When placing the logo on a photographic background make sure that the logo is fully visible and check with FaceTime before proceeding.
  • RGB, CMYK and mono versions are available on request.
  • The strapline sentence is in Gotham bold, all capitals and is always black.
  • Gotham is the FaceTime corporate typeface and should be used in all communications where possible. Using this font lends a clean and open image and brings consistency to the FaceTime brand.
  • In most instances you should only need light and bold version from the Gothic family.
  • Copy is ranged left and is set in upper and lower case at 9pt with 12.755pt leading, this can be increased using +4 leading (eg 10pt on 14pt). There is no maximum size for type though it should never be smaller than 8pt.
  • Calibri should be used if Gotham is unavailable. For all correspondence by FaceTime in-house such as email and typing templates Calibri should be used.
  • The primary colour palette is also used to create the main logo.
  • The secondary colour palette complements the logo and can provide a wider variety of colours if needed.
  • Pantone 382C Pantone 306C C35 M0 Y100 K0 R203 G217 B46 C75 M0 Y0 K0 R0 G194 B243 #cbd92e #00c2f3
  • C80 M30 Y25 K30 R72 G110 B130 #486e82
  • C0 M50 Y100 K0 R247 G148 B30 #f7941e
  • C0 M0 Y0 K50 R151 G151 B151 #979797
  • C0 M100 Y60 K10 R182 G7 B63 #b6073f
  • Icons should be simple, fresh and have a black keyline to provide impact when used on coloured backgrounds.
  • All photographs used for FaceTime require a corporate blue colour filter applied as an overlay with opacity percentage between 60-80%
Iconography
  • Icons should be simple, fresh and have a black keyline to provide impact when used on coloured backgrounds.
  • When producing guides FaceTime uses icons to highlight messages and copy within the subject.
  • Images and Icons can be placed in the ‘speech’ icon style to illustrate communication that FaceTime creates at live events.
  • These can be used to highlight information in folders or marketing literature. The Icons can be used in the commercial guides to create a consistent theme throughout.
  • Icons can also be used on their own on a contrasting background, however photographic images should always be positioned in the ‘speech’ icon. unless used as a full page image.
Layout And Composition
  • Do not reproduce the logo as the logo words are not a pure typeface, do not adjust any colours on the icons or sizes of the icons in relation to the logotype.
  • If you need to scale the logo make sure it is scaled equally width and height in percentage.
  • We respect the logo by giving it some space. The preferred clearspace around the logo is equivalent to height of the letter ‘‘from the logotype.
  • In print, the logo should never appear smaller than 7mm, on-screen it must appear at least 50 pixels wide.
  • When placing the logo on a photographic background make sure that the logo is fully visible and check with FaceTime before proceeding.
  • Copy is ranged left and is set in upper and lower case at 9pt with 12.755pt leading, this can be increased using +4 leading (eg 10pt on 14pt). There is no maximum size for type though it should never be smaller than 8pt.
  • Consumer Guides: These are generally 1 or 4 pages long, landscape with fixed introduction page with large icon. Smaller icon position style is used for secondary pages.
  • Business Guides: These are generally 1 or 4 pages long, portrait with fixed large icon and logo at the top.
🐛 Report