INTRODUCTION
We’ve grown a lot in the past two decades. From humble beginnings, to becoming one of the largest bathroom retailers in the UK.
Now, with over a million customers served, our brand has become synonymous with unrivalled quality and value in the industry. A key part of this growth has been our adherence to a uniform and clearly defined brand identity. The following document is an all-encompassing guide to this identity, and how you should implement it.
CONTENTS
DESIGN ETHOS
Standing out in such a crowded marketplace requires engaging, accessible and consistent design
.Our warm, inviting visual identity leads to exciting first encounters that leave lasting impressions. This design keeps customers engaged from the first moment they find us, and right at home whenever they return.
We roll our eyes at rubber ducks. Truly distinctive design doesn’t need to spell everything out. With a bold choice of colour and persistent subtle curves, our design is instantly recognisable. This simplicity is what builds lasting relationships with our customers.
ICONIC WITHOUT ICONS
Clear. Concise. Accessible. Be it massive billboards, bold sales graphics, or personal marketing emails, we stick to our visual brand identity across all forms of communication.
Our bold choice of colour helps us stay ahead of the pack. It’s not lime green, olive or emerald; it’s VP green.
IT'S VP GREEN
A key component of our brand identity, our logo is designed to make a punchy first impression. Notably bold yet easy to comprehend at a glance, its simplicity makes it memorable.
Customers instantly get a grasp of several cornerstones of our brand. Vivid VP green, the Filson Soft font, and the subtle curves within the logo. Three pillars of our visual identity, are communicated from the logo alone.
With our logo being the most vital and immediate means of identifying our brand, we put a strong emphasis on using it whenever and wherever we can.
From cardboard packaging to company emails, it is imperative that people who come into contact with us are greeted with our logo to actively reinforce our brand awareness.
As our new brand platform, Boss Your Bathroom signifies a new era for Victorian Plumbing. It is represented across the whole of the brand and includes a set of new TV adverts, along with a graphic lockup that will be used in all relevant Boss Your Bathroom Media.
The line variants on lock up one and two will allow it to be used flexibly across all media of different dimensions.
The lockup can also be paired with the logo which will tie it to our brand, and should be displayed as shown on the right.
Victorian Plumbing stands out amongst our competitors because of our engaging, accessible design, and Filson Soft is a key element of this. Filson Soft is a friendly geometric sans font family with a lot of personality.
Filson Soft Bold is used as the primary font, featuring in the logo and across the brand. It’s unapologetically-bold with its robustness making it highly egible even in small sizes, while its rounded terminals perfectly compliment our curved V icon.
Typography is an important design element. It’s consistent use benefits a clear brand image.
Our ‘BOSS YOUR BATHROOM’ campaign introduced the use of All-caps on titles and headers across the brand.
By taking advantage of the Filson Soft Bold, Medium, Regular and book weights we keep the font flexible. Our aproach means we can use this key brand idientifier across different designs and briefs.
Paragraphs use Source Sans
Pro typeface to be more pleasant reading and have easy legibility.
NOTE:
When using digital applications
please use crisp anti aliasing setting.
GALLERY
VISUAL BRAND GUIDELINES
ACCENT V
ACCENTUATING LOGO USE
MINIMUM CLEAR SPACE
PRIMARY
SECONDARY
TRADE
Our trade colors are used in marketing which targets our trade customers.
Who charms with larger-than-life charisma and a cheeky sense of humour.
Who inspires confidence with experience and dedication.
The Boss Your Bathroom tone of voice should infuse everything we do and say as a brand - it is how we communicate who we are to customers.
That tone is cheeky, slightly irreverent, and confident. It should instil the customer with the confidence they need to BOSS THEIR BATHROOM.
The accent V can add interest to the background of branded graphics. There is a chrome variant which works on white backgrounds.
TYPOGRAPHY
HIERARCHY
THE IRREVERENT HERO
2271 C, 2271 U
PANTONE
RGB
50 170 60
75 0 1000 0
CMYK
HEX
#32AA3C
IT'S VP GREEN
RGB
155 240 55
55 0 100 0
CMYK
HEX
#9BF037
GRADIENT ACCENT*
RGB
204 204 204
0 0 0 20
CMYK
HEX
#CCCCCC
CHROME*
Proccess Blue C
PANTONE
RGB
0 129 185
84 40 8 0
CMYK
HEX
#0081B9
FINANCE BLUE
SECONDARY COLORS
151C
PANTONE
RGB
255 124 10
0 64 100 0
CMYK
HEX
#FF7C0A
CLEARANCE ORANGE
485C
PANTONE
RGB
255 195 45
12 100 100 0
CMYK
HEX
CF0010
SALE RED
TRADE COLORS
Our trade colors are used in marketing which targets our trade customers.
TRADE YELLOW
HEX
RGB
FFC32D
255 195 45
CMYK
0 24 91 0
PANTONE
123C
TRADE GREY
HEX
CMYK
RGB
575757
63 55 55 55
87 87 87
PANTONE
425C4
We roll our eyes at rubber ducks. Truly distinctive design doesn’t need to spell everything out. With a bold choice of colour and persistent subtle curves, our design is instantly recognisable. This simplicity is what builds lasting relationships with our customers.
ICONIC WITHOUT ICONS
LOGO & TREATMENT
VP GREEN
HEX #32AA3C
CMYK 75 0 100 0
RGB 50 170 60
Pantone 2271 C,
2271 U
BOSS YOUR
BATHROOM
COLOUR
TYPOGRAPHY
TONE OF VOICE
ASSET LIBRARY
VP GREEN
HEX #32AA3C
CMYK 75 0 100 0
RGB 50 170 60
Pantone 2271 C, 2271 U
Clear. Concise. Accessible. Be it massive billboards, bold sales graphics, or personal marketing emails, we stick to our visual brand identity across all forms of communication.
Our bold choice of colour helps us stay ahead of the pack. It’s not lime green, olive or emerald; it’s VP green.
IT'S VP GREEN
EASE INTO A NEW
BATHROOM
EASE INTO A NEW BATHROOM
Standing out in such a crowded marketplace requires engaging, accessible and consistent design.
Our warm, inviting visual identity leads to exciting first encounters that leave lasting impressions. This design keeps customers engaged from the first moment they find us, and right at home whenever they return.
