Brand principles

We have some tips to help you apply our brand for maximum impact.

Be confident, not cluttered

• Say one thing very clearly rather than lots of things badly
• Use concise, confident copy
• Be bold and simple in your designs

Less is more

• All designs should be simple, modern and aspirational
• Less is definitely more – including content
• Each element within a piece of communication should have an explicit reason for being there

Don’t be afraid of white space

• Don’t feel the need to fill spaces
• White space helps give a feeling of lightness and allows messages to shine

The details matter

• Make sure all designs are well crafted and attention is paid to the detail - for example, spell-check copy and ensure good text and image placements.
• These small details add up to a premium, quality feel.