Visual Toolkits and Guidelines.

We’ve created brand guidelines big and small for all kinds of clients — not just to manage their brands, but to help them express themselves in the most dynamic and creative way possible.

Here are a few projects where visual toolkits and guidelines played a key role in helping brands stay consistent, confident, and creatively alive.

Flexible identity system showcasing Argonon's modular logo applications - orangutan eye, part of 'The World Watches' branding by Neon branding agency

Argonon rebrand
The World Watches

Nabarro LLP
Clarity Matters

Branding by Neon Kantar CX+ A4 Literature cover samples Sexy Axis Reflex designed by Dana Robertson

Kantar CX+
Creating X factor to CX+ Customer Experience...

By Dana Robertson Creative Director and Founder of Neon. Enjoy & Explore. A sample of the visual language using the ampersand from Corney & Barrow's new brand mark – forming part of the Brand identity refresh project, designed to help position Corney & Barrow as the leading UK and international premium independent Wine Merchants. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

Corney & Barrow
Brand identity

By Dana Robertson Creative Director and Founder of Neon. The Goldsmiths' Company redrawn Coat of Arms, shown using gold foil blocking onto stationery. Highlighting the high quality of detailing applied to each of the elements of the Coat of Arms, all crafted to elegantly interlink with each other – reflecting the new high standard of all Goldsmiths' Company communications outputs, which underpin their new positioning Touchstone. A positioining inspired by the touchstone (an essential tool of the trade for testing alloys) held by the demi-maiden in the Coat of Arms. Part of the new brand identity for The Goldsmiths' Company. The Goldsmiths' Company a Touchstone for the industry. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

The Goldsmiths' Company
Brand positioning & identity

Branding by Neon - UK Sport - Performance Pathway Team graphic athlete silhouettes designed by Dana Robertson

UK Sport Performance Pathway Team
Giving Team GB an edge

Nabarro LLP graduate recruitment campaign 'Your future as a lawyer. Leave nothing to chance.' highlighting the key benefits for graduates joining Nabarro LLP, illustrated by fluffy car dice. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

Nabarro LLP
Your future as a lawyer.
Leave nothing to chance.

A wooden table surrounded by indoor plants with a frame on the table showing Rinkits 'it' language

Rinkit rebrand
Delivering everyday happiness

Airport hoarding ad for CMS showcasing the Future Facing Law positioning with 'Creative/Modern/Specialists' slogan, designed by Neon branding agency

CMS
Competitive/Muscle/Strengthened

Advertising by Neon - Clarion Wealth Management branding - Financial services advertising - 'Lifelong' advert design and copywriting by Dana Robertson

Clarion Wealth Planning
Branding

By Dana Robertson Creative Director and Founder of Neon. The Futures Company Signature image by Neon. On January 31 2008, Yankelovich was acquired by WPP and merged with Henley Centre HeadlightVision (an existing WPP group company). Yankelovich was the US’s leading consumer trends and lifestyle research business and Henley Centre Headlight Vision was Europe’s leading consumer trends business, providing global trends intelligence, research and consultancy services. Neon were approached to provide a new brand idea, name and identity for the merged company, along with a brand architecture that could successfully integrate existing sub brands. Inspired by the high ground of serious, grounded yet inspiring future-facing research consulting, the brand idea is Unlocking Futures and the new name is The Futures Company. Idea and design by Neon Design & Branding Consultancy www.neon-creative.com

The Futures Company
Naming, brand positioning & identity

Branding by Neon Wollens Solicitors Devon, new Wollens brand mark over dune grasses designed by Dana Robertson

Wollens
The law firm that thinks in full colour – but keeps things black & white

By Dana Robertson Creative Director and Founder of Neon. Nabarro brand visual style refresh paper models dragon. They say the solution to any creative brief is right there on the page in front of you. On this occasion, that was literally true. Long time client Nabarro LLP needed a powerful new lead image style for use across all their communications, to help make their brand even more distinctive within the legal sector. We thought long and hard about what the brand stands for - simplicity, clarity of thought, elegant economy of expression; and then we thought about the firm’s goal of always being able, when advising their clients, to sum up the essence of the issue - or the solution - on a single page. And suddenly, that notion of the single page became our inspiration. How could we use it, we wondered, to create a simple, infinitely flexible and unique visual theme that would work within the brand’s black and white style? And as soon as we started folding that piece of paper we knew we were on the right page… Iconic paper models became the cornerstone of the Nabarro brand visual style refresh. And we didn’t just create a few of them, we came up with a veritable plethora - an entire (and on-going) image library of simple, clear and engaging visual metaphors representing different aspects of the firm’s services, expertise and sector focus which would be equally as memorable on-line as they were in print. Of course, that wasn’t the end of the story. To create a whole new visual style for the firm, we also developed a number of other elements, including stylish cut-out imagery, infographics and refreshed typography - and put it all together in a user-friendly new set of guidelines. It was also rolled out through the a printed literature scheme and digital materials including the forms .com website.– Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

Nabarro LLP
Brand visual style refresh

By Dana Robertson Creative Director and Founder of Neon. Amec Foster Wheeler brand identity safety helmet. When two become one… Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity. Mergers are never easy, and when two giants in the international engineering and construction industry came together. First came the brand idea: Connected Excellence. And, using that as a springboard, we went on to develop a powerful brand mark. The sense of movement created by our radial device suggests dynamism and growth, while the precision-interlocking of the segments reflects the company's global expertise, and the integrated way in which it's delivered. Stacking the rather long name of the new business made it neater and easier to use. And our lower case logotype conveys a light, contemporary feel - as do the fresh, and distinctively non-macho colours. Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity very much lived up to Connected Excellence by connecting with people across the unified business – an important component of the new identity was a dynamic and engaging visual language, aimed at bringing alive the company's people and processes, in a way that would help to give members of the team a sense of pride in and

Amec Foster Wheeler
Brand identity

Branding by Neon - GEMS Education - GEMS Education logo designed by Dana Robertson being held up by student

GEMS Education
Brand identity

By Dana Robertson Creative Director and Founder of Neon. The Goldsmiths' Centre Creativity Craftsmanship Community workshop reportage 'bench from above'. The Goldsmiths' Centre, Creativity, Craftsmanship, Community. Three words encapsulate the values of The Goldsmiths’ Centre. Creativity encompasses Centre’s commitment to encouraging and inspiring creativity in the design and making of beautiful objects. Craftsmanship refers to the Centre’s important role as a repository of knowledge, building on centuries of experience. Community expresses an important aspiration of the Centre; to create a centre of excellence, a hub where like-minded people and businesses come together to share ideas, collaborate and build relationships, and to become a place of inspiration. These values are married with a brand identity which reflects the Centre’s heritage, with the use of a monochromatic coat of arms of The Goldsmiths’ Company. A strong yellow - the common heraldic substitution for gold – helps create a vibrant, contemporary look and feel, positioning the Centre as a new future-facing organisation, distinctly separate from the more traditional Goldsmiths’ Company. The yellow appears as a crafted information plate on all materials – helping to clearly state the purpose of each piece of comms with the main headline elegantly stencilled into the plate. The new identity was rolled out across all manner of media, including literature, signage and website. – Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

The Goldsmiths' Centre
Brand positioning & identity

By Dana Robertson Creative Director and Founder of Neon. Lane4 brand identity feature image. Founded by Olympic gold medallist Adrian Moorhouse, Lane4 exists to help give its clients a crucial competitive edge. So what was it that gave Lane4 the edge over its rivals? How could the company memorably articulate and project its distinctive approach and commercial offering? Through… The Power of 4. Neon’s view was that the Lane4 difference was based upon a unique combination of four key factors: a passion for performance, a rigorous approach, a focus on potential, and transformational impact. Based on this, we evolved the existing Lane4 brand mark (which the client wanted to preserve) to reflect the idea of The Power of 4 by raising the number within a refined and updated version of the mark. We also evolved the existing strap line, to make it a stronger distillation of both what the Lane4 brand stands for, and their distinctive offering to clients: Engagement, excellence, edge. As for visual style, Lane4 is all about people: the brilliant team of inspiring individuals who work for the company, and the incredibly diverse range of people whose performance they help to improve. We wanted a look that would strongly reflect what Lane4 do — getting inside people’s heads to inspire them, change their thinking, and help them achieve their potential. To that end, we created a library of hand drawn graphic silhouettes, using the actual profiles of every member of the Lane4 organisation — celebrating the individuals, at the same time as highlighting collaboration. This silhouette device is not just powerfully distinctive but also highly versatile, capable of adding warmth humanity to all kinds of communications, from visuals conveying abstract thought to charts and diagrams. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

Lane4
Brand positioning
& identity

By Dana Robertson Creative Director and Founder of Neon. Neon were commissioned to help name, position and create a brand identity for a significant new development in Bulgaria’s coastal city of Varna. The aim was to provide a significant step up in the quality of design build in Varna whilst also building for a community.The name reflected the desire to create both a vibrant and unified community, marking the development out as something contemporary and different. The brand identity and proposition were based around the notion of ‘bringing colour to life’. This was reflected in the visual style with washes of water colour over laid on rich black and white photography, bringing a sense of energy and humanism to the project.Brand idea: Bringing a splash of colour to Varna. Inspired by the word Vazrazhdane — the district where the development is situated and which means 'renaissance' — the brand idea is Revival. This reflects the re-birth of Bulgaria as well as the qualities associated with living and working at 1Varna: the focus on individual needs; the restoration of physical and mental well-being; and an environment that is easy, liberating, restorative and inspiring. Idea and design by Neon Design & Branding Consultancy www.neon-creative.com

1Varna
Naming, brand positioning & identity

By Dana Robertson Creative Director and Founder of Neon. Launching the

The Global Teacher Prize
Brand identity

By Dana Robertson Creative Director and Founder of Neon. Have you noticed how one thing very often leads to another? Here’s a good example. The “one thing” was a big rebranding project we did a couple of years ago for a company called Lane4, founded by Olympic gold medallist Adrian Moorhouse, and a leader in the field of human performance. And the “another”? Well, Lane4 were impressed by our performance – so when they saw an opportunity to turn their expertise in internal communications into a separate business, they very kindly called on us to create the new brand identity, which needed to be dynamic and distinctive in its own right, but clearly related to the Lane4 parent brand. The client’s chosen name Comment8 gave us a nice numerical link, and from there, it was only a hop, step and jump to come up with a rather neat graphic device – using speech bubbles within the 8 to reflect the new company’s offer to help clients shape more product internal conversations. And that, in turn, led us on to develop a whole visual language for the new brand, which we applied to a range of launch communications, including a new corporate brochure, stationery, and various other bits and bobs…Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

Comment8
Brand identity