BRAND GUIDELINES Contents BRAND GUIDELINES 2 Our Brand ........................................................................ 03 Consumer benefits ......................................................... 04 Values ..................................................................................... 06 Tone of Voice ..................................................................... 07 Positioning & Core thought ...................................... 08 Proposition .......................................................................... 09 Brand Devices ............................................................. 10 Logos ....................................................................................... 11 Fonts ........................................................................................ 12 Colour Palette .................................................................... 13 Colour Usage ...................................................................... 14 Icons ........................................................................................ 15 Product Copy ..................................................................... 16 Imagery .................................................................................. 17 3rd Party Logos ................................................................ 18 Online Examples ...................................................... 19 Illustrations .......................................................................... 20 Digital Banners .................................................................. 21 Social Media Assets ....................................................... 22 Screen Fills .......................................................................... 23 Sponsorship .................................................................. 24 2018 FIFA World Cup ..................................................... 25 Aston Villa FC .................................................................... 26 Contact Details Please see online guidelines for downloadable assets