Future

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Brand Guidelines

2018

Brand Summary

Mission

To connect people to their passions through high-quality content and innovative technology, delivering value for audiences, clients, and shareholders as a global multi-platform media company [^1].

Core Values

Community engagement
Pride in heritage and future
Teamwork
Results-driven
Innovation
Agility
Collaboration
Passion

Target Audience

Investors seeking strong returns and transparency, commercial partners looking for innovative and rewarding business relationships, and talent (current and prospective employees) who value teamwork, opportunity, and a fun, creative workplace [^2].

Personality Traits

Confident
Bold
Ambitious
Respectful
Warm
People-focused
Energetic
Trustworthy
Enthusiastic
Inspiring
Pioneering
Passionate
Fun

Visual Identity Overview

The brand uses a clean, minimalistic, and geometric visual style with a grid-based logo, bold typography (Montserrat), a primary color palette of black, white, and red accents, dramatic and vibrant imagery, and consistent iconography and UI elements. Visuals emphasize clarity, structure, and a forward-looking, innovative aesthetic [^3].

Categories

Brand Voice

The tone of voice we use is a powerful way to express our brand identity and the people behind the brand. It should always reflect our brand values: • We are part of the audience and their community • We are proud of our past and excited about our future • We all row the boat • Let’s do this • It’s the people in the boat that matter • Results matter – success feels good These guidelines will help internal and external stakeholders to speak to our audiences, keeping these values in mind across all audiences and all communications.
Future has three main audience groups. While we always want to remain authentic and true to our brand values, we may adjust our language in subtle ways to suit these different audiences.
With authority and confidence; focused on our expertise, passion for what we do, ambition and success. With honesty and transparency; investors need to feel that we are trustworthy. Professional without being verbose or overly formal – we are people selling to people.
With confidence and passion; focused on our innovation, influence and specialist expertise. Positioning Future as a trusted partner and collaborator who can deliver results. The right balance of informal and informative.
With energy and enthusiasm; focused on teamwork, opportunity, and passion for what we do. People-focused, informal, relaxed and fun.
Our overall tone of voice  Confident, bold, ambitious, respectful, warm, people-focused, energetic, trustworthy, enthusiastic, inspiring, pioneering, passionate, fun  Pretentious, overly formal/corporate, arrogant, shouty, verbose, patronising, jokey
Here are some examples of words and phrases we like to us to describe who we are and we think and behave – plus a few we’re not so keen on.
Do: Talk in the first person wherever possible, i.e. use ‘we’ and ‘us’ Keep paragraphs short, especially when writing long copy and web content. Subheadings are our friends. Use contractions (we’re, it’s, you’re, that’s) to help sentences flow and feel more friendly (but avoid the ugly ones like it’ll, should’ve, they’d) Inject energy and momentum with short, punchy sentences. Test what you’ve written against our brand values and key vocabulary
Don’t: Use several paragraphs when one will do – less is more Be overly formal – it makes for a dull read that no-one remembers Use words or phrases that are grandiloquent or periphrastic – say what you mean Be afraid to start a sentence with ‘And’. It helps copy feel more conversational. And yes, it’s OK. Be shouty, jokey, or use explanation marks if you can help it! (this also applies to social media - try to keep the same tone of voice where possible)

Brand Imagery

Future imagery should be bold and confident in both its nature and visual appearance.
The use of dramatic content and composition should always be paramount when communicating Future.
Use dark backgrounds to create drama and focus.
Capture vibrant colour.
Use motion to create energy.
Use dramatic crops to create focus.
Use contrast and saturation to create dynamic imagery.
Once an image has been selected, colour corrected and any retouching completed, the Future focus marks can be applied. Focus marks can be used to frame and give focus to dramatic content. It is important to consider the aspect ratio and orientation of the image before you apply the focus marks. The focus marks can be applied to the corners of any landscape or portrait image. Use only when the Future logo is not visible at the same time e.g. animation sequence.
After determining the correct sizing the focus mark should be placed one full focus mark away from the edge of the image, both vertically and horizontally.
The focus of the image should be slightly off centre to create a more interesting visual.
Do not use generic flat lighting. Our image lighting should be bold and dramatic.
Do not use static imagery that lacks energy and dynamism.
Do not use generic stock imagery that doesn’t represent our unique brand.

Color Palette

The correct colour balance and usage should be adhered to across all communications.
White and black are our core colours.
White space lets our content breathe and gives us a considered visuaI feel.
Future red should only be used sparingly.
A range of four secondary colours are available to complement the primary colours.
Primary Colour Palette
Secondary Colour Palette
To achieve a contemporary look and feel, colour gradients can be used. Care should be taken to make sure the colours complement each other.
Only two colours should be used to create gradients. Choose colours that complement each other and create a smooth overall colour fill.

Typography

Montserrat SemiBold
Montserrat Medium
Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#£%&”()
Montserrat Regular
Montserrat Light
Primary alignment is always to the left and should be used on all communications where possible.
Secondary alignment is always centred and should only be used when the primary alignment doesn’t work visually.
Our typography is always considered and achieves a clear messaging hierarchy.
For lengthy headlines and messaging it is recommended to use upper and lower-case typography.
Ensure the spacing between characters is consistent throughout the headline for leading and kerning.
We can use upper case but only sparingly within short headlines and sub-headlines.

Logo Usage

The Future logo has been designed around a 15 x 7 grid. The focus marks are fluid in nature and can move inward both horizontally and vertically to accommodate use at small scale.
The focus marks are always positioned a maximum of two squares vertically and horizontally away from the word mark.
The focus marks are fluid in design and can move inwards to a minimum of one square distance away from the word mark both horizontally and
Note: The focus marks must never sit flush with the outer edge of the word mark.
The Future logo should always be given space to breathe. Leave at least the width of a single focus mark as a safe area.
Below this size the focus marks can be moved inward to create a tighter lockup.
Do not compress the logo in any way
Do not stretch the logo in any way
Do not alter the balance and symmetry of the logo in any way
Do not distort the logo in any way
Do not change or alter the colours in any way
The logo should never be shown in outline
Care should be taken to use the correct grid spacing for the size and orientation of your logo.
Brand logos should sit within a 9x5 grid. The focus marks spacing should be consistent across all brands.
Landscape logos sit flush with the focus marks.
Square logos sit two squares within the focus marks.
When the logo size is below 55mm the focus marks can be moved inward to create a tighter lockup. See ‘Our Logo’ section.

Tone And Messaging

The tone of voice we use is a powerful way to express our brand identity and the people behind the brand. It should always reflect our brand values: • We are part of the audience and their community • We are proud of our past and excited about our future • We all row the boat • Let’s do this • It’s the people in the boat that matter • Results matter – success feels good These guidelines will help internal and external stakeholders to speak to our audiences, keeping these values in mind across all audiences and all communications.
Future has three main audience groups. While we always want to remain authentic and true to our brand values, we may adjust our language in subtle ways to suit these different audiences.
Investors: Investment firms Analysts Individual investors With authority and confidence; focused on our expertise, passion for what we do, ambition and success. With honesty and transparency; investors need to feel that we are trustworthy. Professional without being verbose or overly formal – we are people selling to people.
Commercial partners: Advertisers Technology partners (licensing) eCommerce buyers With confidence and passion; focused on our innovation, influence and specialist expertise. Positioning Future as a trusted partner and collaborator who can deliver results. The right balance of informal and informative.
Talent: Current employees Potential new talent With energy and enthusiasm; focused on teamwork, opportunity, and passion for what we do. People-focused, informal, relaxed and fun.
Our overall tone of voice  Confident, bold, ambitious, respectful, warm, people-focused, energetic, trustworthy, enthusiastic, inspiring, pioneering, passionate, fun  Pretentious, overly formal/corporate, arrogant, shouty, verbose, patronising, jokey
Our key brand vocabulary Here are some examples of words and phrases we like to us to describe who we are and we think and behave – plus a few we’re not so keen on.
Do: Talk in the first person wherever possible, i.e. use ‘we’ and ‘us’ Keep paragraphs short, especially when writing long copy and web content. Subheadings are our friends. Use contractions (we’re, it’s, you’re, that’s) to help sentences flow and feel more friendly (but avoid the ugly ones like it’ll, should’ve, they’d) Inject energy and momentum with short, punchy sentences. Test what you’ve written against our brand values and key vocabulary
Don’t: Use several paragraphs when one will do – less is more Be overly formal – it makes for a dull read that no-one remembers Use words or phrases that are grandiloquent or periphrastic – say what you mean Be afraid to start a sentence with ‘And’. It helps copy feel more conversational. And yes, it’s OK. Be shouty, jokey, or use explanation marks if you can help it! (this also applies to social media - try to keep the same tone of voice where possible)
Let’s use the “Goldilocks’ porridge” approach to show some examples of how to use our tone of voice.
The following examples can be used as a guide on how we speak to our key audiences. You’ll find longer versions in the appendix.

Brand Values

The tone of voice we use is a powerful way to express our brand identity and the people behind the brand. It should always reflect our brand values: • We are part of the audience and their community • We are proud of our past and excited about our future • We all row the boat • Let’s do this • It’s the people in the boat that matter • Results matter – success feels good These guidelines will help internal and external stakeholders to speak to our audiences, keeping these values in mind across all audiences and all communications.

Visual Style

The Future logo has been designed around a 15 x 7 grid. The focus marks are fluid in nature and can move inward both horizontally and vertically to accommodate use at small scale.
The focus marks are always positioned a maximum of two squares vertically and horizontally away from the word mark.
The focus marks are fluid in design and can move inwards to a minimum of one square distance away from the word mark both horizontally and
Note: The focus marks must never sit flush with the outer edge of the word mark.
The Future logo should always be given space to breathe. Leave at least the width of a single focus mark as a safe area.
Below this size the focus marks can be moved inward to create a tighter lockup.
Do not compress the logo in any way
Do not stretch the logo in any way
Do not alter the balance and symmetry of the logo in any way
Do not distort the logo in any way
Do not change or alter the colours in any way
The logo should never be shown in outline
Care should be taken to use the correct grid spacing for the size and orientation of your logo.
Brand logos should sit within a 9x5 grid. The focus marks spacing should be consistent across all brands.
Landscape logos sit flush with the focus marks.
Square logos sit two squares within the focus marks.
When the logo size is below 55mm the focus marks can be moved inward to create a tighter lockup. See ‘Our Logo’ section.
The correct colour balance and usage should be adhered to across all communications.
White and black are our core colours.
White space lets our content breathe and gives us a considered visuaI feel.
Future red should only be used sparingly.
A range of four secondary colours are available to complement the primary colours.
To achieve a contemporary look and feel, colour gradients can be used. Care should be taken to make sure the colours complement each other.
Only two colours should be used to create gradients. Choose colours that complement each other and create a smooth overall colour fill.
45 degree angle recommended.
Primary alignment is always to the left and should be used on all communications where possible.
Secondary alignment is always centred and should only be used when the primary alignment doesn’t work visually.
Our typography is always considered and achieves a clear messaging hierarchy.
For lengthy headlines and messaging it is recommended to use upper and lower-case typography.
Ensure the spacing between characters is consistent throughout the headline for leading and kerning.
We can use upper case but only sparingly within short headlines and sub-headlines.
Future imagery should be bold and confident in both its nature and visual appearance.
The use of dramatic content and composition should always be paramount when communicating Future.
Use dark backgrounds to create drama and focus.
Capture vibrant colour.
Use motion to create energy.
Use dramatic crops to create focus.
Use contrast and saturation to create dynamic imagery.
Once an image has been selected, colour corrected and any retouching completed, the Future focus marks can be applied. Focus marks can be used to frame and give focus to dramatic content. It is important to consider the aspect ratio and orientation of the image before you apply the focus marks. The focus marks can be applied to the corners of any landscape or portrait image. Use only when the Future logo is not visible at the same time e.g. animation sequence.
After determining the correct sizing the focus mark should be placed one full focus mark away from the edge of the image, both vertically and horizontally.
The focus of the image should be slightly off centre to create a more interesting visual.
Do not use generic flat lighting. Our image lighting should be bold and dramatic.
Do not use static imagery that lacks energy and dynamism.
Do not use generic stock imagery that doesn’t represent our unique brand.

Iconography

Bold iconographic elements that draw from the focus mark.
Social Icons f a 1 X Q Web Icons & When working on a . . . . . . . . . > > coloured background, icons should be white

Layout And Composition

The Future logo has been designed around a 15 x 7 grid. The focus marks are fluid in nature and can move inward both horizontally and vertically to accommodate use at small scale.
The focus marks are always positioned a maximum of two squares vertically and horizontally away from the word mark.
The focus marks are fluid in design and can move inwards to a minimum of one square distance away from the word mark both horizontally and
The focus marks must never sit flush with the outer edge of the word mark.
The Future logo should always be given space to breathe. Leave at least the width of a single focus mark as a safe area.
Below this size the focus marks can be moved inward to create a tighter lockup.
Do not compress the logo in any way
Do not stretch the logo in any way
Do not alter the balance and symmetry of the logo in any way
Do not distort the logo in any way
Do not change or alter the colours in any way
The logo should never be shown in outline
Care should be taken to use the correct grid spacing for the size and orientation of your logo.
Brand logos should sit within a 9x5 grid. The focus marks spacing should be consistent across all brands.
Landscape logos sit flush with the focus marks.
Square logos sit two squares within the focus marks.
When the logo size is below 55mm the focus marks can be moved inward to create a tighter lockup. See ‘Our Logo’ section.
PowerPoint layouts should be simple, clean and impactful. The information should be displayed using elegant use of space, colour, font weight and imagery.

Brand Architecture

The focus mark is used to give Future ownership of our sub-brands.
Care should be taken to use the correct grid spacing for the size and orientation of your logo.
Brand logos should sit within a 9x5 grid. The focus marks spacing should be consistent across all brands.
Landscape logos sit flush with the focus marks.
Square logos sit two squares within the focus marks.
Our brands can be added under the future logo.
We achieve brand consistency and ownership.
When the logo size is below 55mm the focus marks can be moved inward to create a tighter lockup. See ‘Our Logo’ section.

Try to keep the same tone of voice where possible (this also applies to social media).

Print Guidelines

The focus marks are always positioned a maximum of two squares vertically and horizontally away from the word mark.
The focus marks are fluid in design and can move inwards to a minimum of one square distance away from the word mark both horizontally and
Below this size the focus marks can be moved inward to create a tighter lockup.
Do not compress the logo in any way
Do not stretch the logo in any way
Do not alter the balance and symmetry of the logo in any way
Do not distort the logo in any way
Do not change or alter the colours in any way
The logo should never be shown in outline
Don’t use the logo with tag line on magazine barcodes
Don’t use the logo with tag line on email signatures
Don’t use the logo with tag line within an internal presentation template, with the exception of the front page.

Digital Guidelines

When working on a coloured background, icons should be white
Button Rollover

Brand Partnerships

We build unique and lucrative partnerships
Our data-driven insight and technological expertise sets us apart when it comes to connecting our partners with their audiences
Commercial partners: Advertisers Technology partners (licensing) eCommerce buyers
The best revenue for their brand; the best technology platform for their business. A partnership that makes business easy and rewarding.
With confidence and passion; focused on our innovation, influence and specialist expertise. Positioning Future as a trusted partner and collaborator who can deliver results. The right balance of informal and informative.
Partnerships
We deliver significant revenue streams for our partners and brands, as well as return on investment for our shareholders.
This unique relationship enables us to make valuable connections for our partners in a number of ways including advertising, creative solutions, events, licensing, content marketing and audience insight.
We push boundaries, seize opportunities and exceed expectations.
It’s our data-driven insight and technological expertise that sets us apart when it comes to connecting our partners with their customers.
This is what helps us to deliver innovative ideas and considerable revenue for our partners all around the world.
Our collaborative and agile way of working helps us seize every opportunity. And the partnerships we build play a huge role in how we shape and grow our business.
We’re delivering innovative ideas and considerable revenue streams for our partners all around the world.