Our brand is awesome so we
need to protect it. After reading this you’ll
understand the fun world of and how
how our brand works.
BOLD
FUN
SIMPLE
INNOVATIVE
WORLDCLASS
FAMILY
OUR LOGO
Our logo captures the spirit of Frog. It’s People love the Frog head. You only have
simple, bold, fun and stands out for all to see the reaction at BETT to understand
the right reasons. the positive emotion for the brand. That’s
why we need to protect it and make sure
it’s used consistently to have maximum
impact.
Corporate logo
For newbies that might think he’s an alien
Campaign logo
When you know he’s a Frog
CORPORATE LOGO
For newbies that don’t recognise he is a Do use on corporate communications like
Frog. He needs to be with his name tag. brochures, event stands, websites and
anything for a new audience.
The Frog likes to be centre of attention
Do keep the logo centred – he likes his space
and deserves respect. We see him as a equal on either side.
bit of a dude like James Bond. So here’s
how you treat him: Do use a blue Frog logo on a white
background. It will look silly on any other
colour.
Do use a white Frog logo on any colour
outlined in this document.
Do not alter the outline or sihouette of the
logo it must be maintained.
Do put the Frog logo on an image… if you work
in marketing or design.
15 mm Do not alter the proportions of the head or
name.
Frog head must not be
smaller than 15mm
CAMPAIGN LOGO
When you know he’s a Frog. He can be Do use images with a bold colour wash if you
used without his name tag. work in design or marketing.
Do use different coloured Frog heads.
The Frog is a free spirit and he lets his
hair down when he knows people well. Do use lots of heads if it works – he likes the
He likes to break free from his name company.
and have a bit of fun.
Do not alter the proportions of the head or
name.
If you can’t decide which way to go
come and chat to Marketing or Design.
Do not alter the outline or silhouette of the
logo it must be maintained.
15 mm
Do create a stylised logo
e.g. scribbles or add a hat on
Frog head must not be
smaller than 15mm xmas for one off campaigns…
if you work in marketing or design.
CO-BRANDING
When Frog is a co-brand such as when Do use on corporate communications like
being used by a reseller the folowing brochures, event stands, websites and
anything for a new audience.
applies:
Do keep the logo centred – he likes his space
equal on either side.
Do use a blue Frog logo on a white
background. It will look silly on any other
colour.
Do use a white Frog logo on any colour
outlined in this document.
Do not alter the outline or sihouette of the
logo it must be maintained.
Do put the Frog logo on an image… if you work
in marketing or design.
15 mm Do not alter the proportions of the head or
name.
Frog head must not be
smaller than 15mm
WE LOVE COLOUR
Pastel colours are weak so we stay Remember for all corporate pieces we use
away from them. Instead we go for the White Frog logo on a solid Frog blue
background as the lead colour.
maximum impact and these are the
colours we use.
Do adjust the opacity of these colours to
make things look great.
Do overlay colours and use blend modes to
create beautiful artwork.
Pale Blue Pantone 801 C
Frog Blue - our hero colour! C:90 M:5 Y:5 K:0
R:0 G:171 B:223
HEX: #00ade2
Deep Blue Pantone 2768 C
C:100 M:78 Y:0 K:44
R:0 G:45 B:106
HEX: #012d6b
Pantone 300 C
C:100 M:44 Y:0 K:0
R:0 G:121 B:194
HEX: #0071b9
Purple Pantone 2597 C
C:85 M:100 Y:0 K:0
R:82 G:46 B:145
HEX: #522f91
Slate
Pink
Pantone RobinRed C
C:0 M:100 Y:15 K:4
R:226 G:1 B:119
HEX: #e50278
Red Pantone 200 C
C:0 M:100 Y:63 K:12
Pantone 426 C R:211 G:18 B:69
C:0 M:0 Y:0 K:95 HEX: #d31145
R:40 G:40 B:40
HEX: #1d1d1e
Orange Pantone 021 C
C:0 M:53 Y:100 K:0
R:247 G:142 B:30
HEX: #f78f1e
White
Yellow Pantone 123 C
C:0 M:24 Y:94 K:0
]R:255 G:196 B:37
HEX: #ffc423
White
C:0 M:0 Y:0 K:0 Green Pantone 361 C
R:255 G:255 B:255 C:69 M:0 Y:100 K:0
HEX:#ffffff R:84 G: 185 B:72
HEX: #50b948
THE FONTS WE USE
Our fonts are as important as the logo. * Due to font behaviour of email clients a fallback font
is required to ensure consistency of visual message to
They communicate our values by being recipients. Hopefully, in the future the requirement to
use this font will be removed.
simple, clear and full of impact.
Print Digital Website Campaign Standard
Feature text Raleway Headings Raleway Feature text Raleway
Headers Raleway Body Raleway Headings Raleway
Body Raleway Quotes Handwritten font Body Raleway
Digital Emails Campaign Special fonts
Headings Raleway For campaigns the design and
Body Raleway marketing teams have freedom to
Fallback font* Verdana introduce ‘guest’ fonts - these should
be selected from Google Fonts where
possible to ensure consistency across
Digital Videos print and digital media.
Feature text Raleway
Headings Raleway
Body Raleway
Digital Social Media
Feature text Raleway
Headings Raleway
Body Raleway
Family of fonts...
Quote fonts can be handwritten
FONT
Raleway Everything we do is part of
a bigger vision to teach every
child as if they are the only
Extra Bold
SemiBold child in the class
Medium Font used
Regular Caveat Bold
Light
Fallback font... Verdana
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
TONE OF VOICE
Simple
Keep it clear and easy to understand. Avoid jargon.
Our technology is awesome but our schools want to
know what it means for them.
Confident
Education is serious. We take education seriously.
Our communications need to be authoritative
and confident.
Friendly
Talking to Frog is like talking to a trusted friend. It’s
informal, colloquial and warm. We talk to schools
about things they care about.
PHOTOGRAPHY & IMAGES
Photography and images are powerful
and can convey a story
Images of children and teachers in a school setting
interacting with technology where appropriate
Mixture of primary and secondary
Diversity
Important When images of children are
used please ensure that we have permission
to do so from the school or parent
Product Screens
Line art illustration
Photographic
ILLUSTRATION STYLE
Lines are cool - that’s what we think! :-)
All our illustrations are made up of visible lines which give a
sharp, clean look. The lines can be solid, dotted or dashed.
The lines can vary in weight, although the overall aesthetic
impact must not become overly blocky.
Elements of the illustrations can also be filled in, though
once again the illustration must retain a line based ‘feel’.
Glyphs
We define glyphys as mini illustrations and
symbols that are used to highlight:
- A product feature
- A main point in a piece of text
Solution Icons
All our solutions have an icon created for them.
They follow the line style and are generally
more developed or complex than our glyphs.
Solutions are also attributed a colour tone
Progress Extend Achieve Learn
