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Cable & Wireless Integrate
Key Elements
	Signatures
		Size variants
		Alternative formats
		Exclusion zone
		Things to avoid
		Use of colour
		Use of colour - things to avoid
	Colours overview
		Primary colours
		Secondary colours
		Secondary colours for screen media
	Typefaces
		Monotype Gill Sans
		Adobe Garamond
		Arial
	Horizons
		North, south, east, west variants
		Horizons variants
		Diameter - north & south
		Diameter - east & west
		Positions
		Aligning with horizon
		Use with signature
	Digital wallpapers
		Wallpaper images
		Using wallpapers
		Wallpaper artwork
		Examples
	Working with words
		Golden rule
		Write for the reader
		Sentences and paragraphs
		Tone and language
		Adding impact
		Cable & Wireless house style guide
		Top tips
		Frequently confused words
		Putting it all together: A better letter
Creative Strategy
	Overview
		Creative principles
		How we use images
	Using images
		Filter 1: Fit with business activity and messages
		Global’s business strategy   Our tone-of-voice   Technical imagery   Cultural references
		Filter 2: Fit with the brand, and brand value drivers
		Filter 3: Image style and use
		Image choice   Layouts & Graphic style   Quality & Editing images
		Filter 4: Other considerations
	Other elements
		Wallpapers
		Layout principals
		Printed media   Screen media
		Language & Tone of voice
		Best practice
Media
	Print media
		Stationery
		Guidelines   Templates   US Guidelines   US Templates
		Collateral set
		Sales collateral   Corporate communications   Product collateral   Internal communications   Calling/Phone cards
		Brochures
		Cover principles   Cover grid artworks   Inside layout principles   Inside layout grid artworks
		Press advertising
		Layout principles   Production and media planning   Corporate advertising   Product and service advertising   Recruitment advertising
	Screen media
		Digital stationery
		Using auto signatures   Stationery templates
		Internet/Intranet
		Intranet
		PowerPoint
		Basic principles   Branding elements   Title slide   Headings and text   Bullet points   Section divider   Graphs and charts   Coloured backgrounds   Template downloads   Icons
		Moving image and sound
		Basic principles   Brand system elements   Corporate signature
		Online marketing
		Online banners: external environments
	3D Environments
		Exhibitions
		Exhibition panels   Dimension details   Horizon details   Examples
		Liveries
		Vehicle liveries   Dimension details   Horizon details   Vehicle advertising   Text   Things to avoid   Imagery   More to avoid   Examples
		Phone boxes
		Full booths   Walk up models   Full booth & walk up   Decals
		Uniforms
		Boiler suits   Dimension details   Male and female   Female uniforms   Uniform dimensions
		Signs
		Basic principles   Free-standing totem   Projecting sign   Horizontal building sign   Vertical building sign   Panel sign   Directory   Information sign   Window decals   Banners and flags   Colours and materials
		3D
		Our brand in 3D   Design principles   Corporate environments   Retail environments
Our Brand
	Corporate branding
		Corporate signature
		Branding and naming our company
		Global companies and lines of business
		Using an existing name
		More than one business in the same country
	Products and services
	Trademarks
		What is a trademark?
		Trademarks - basic principles
Cobranding
	Our approach
		Strategic relationships
		Cable & Wireless brand   Global alliance brand   Use of the corporate signature   Examples of use
		Ingredient branding
		Use of the corporate signature   Examples of use
	Legal overview
		Trademarks
		Describing co-branding relationships
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