4.1

Master Brands

 

Master Brands

OKQ8/Q8

 

Main Principles

1. The principal sender determines the graphics style.

In other words, the brand used to sign communications, which owns the content and message, also determines the particular graphics manual to be followed.

This means that the communication unit:

 Complies with the graphics style for the brand in question.
 Has the logo positioned in accordance with the guidelines for the Principal Sender for the relevant brand manual.
 Complies with the guidelines for co-branding in the appropriate manual.

2. Co-branding is to be applied where it provides value for the Principal Sender and the Co-Sender

If the master brand is the Principal Sender, and the communication involves information on any of our sub-brands and that sub-brand’s offers/products, the sub-brand must be identified as Co-Sender. The use of the logo for the sub-brand concerned will comply with its graphics manual.

3. The content and target group determine the Principal Sender

Which brand will be the Principal Sender depends on what we are communicating and to whom the message is directed. See the examples and explanatory texts on the right. Note that the master brand never stands as co-brand to its sub-brand. This means that co-branding is only applied where the master brand is the Principal Sender.

See the examples and explanatory text below.

Co-Branding and Multiple Senders

When we communicate about our sub-brands through any of our master brands, the style of the communication must be based on the master brands graphics profile and guidelines. The sub-brand(s) to which the communication refers must also be involved as Co-Sender(s). In certain cases, where the message includes our whole offer, this may mean that three senders are used. In that case, the logos are to be positioned in accordance with the following principles:

Two senders: the master brand is positioned in the upper or lower right corner and the sub-brand in the upper or lower left corner.
Three senders: the master brand is positioned in the lower right corner and the sub-brands on the left against the margin.

The distance between logos when several logos are used alongside each other follows the respective logos free space specified in each brands graphics guidelines. In these cases, IDS is always positioned on the left for optimal visual balance.

Adverts

Main principle for layout

Adverts with the master brand as Principal Sender can be designed with a background photograph which gives context to the text either directly on the image or through the use of the motion symbol as a divider.

The Splash can be used to give prominence to an offer or as a Call to Action, and, in that case, it is to be positioned in accordance with the examples

Banners

Banners start from the same principles as for adverts, with a background photograph which gives context to the text either directly on the image or through the use of the motion symbol as a divider, so as to obtain a white surface to write on.

Using the motion pattern as background also works well.

The message must be kept brief:

  • Main heading
  • Lead and/or CTA button. If the format is very small, consider using the CTA button only.

Positioning of Logos

As a rule, the master brand will be positioned in the upper right corner and the sub-brand in the lower left corner.On small landscape and narrow formats, the sub-brand can be positioned with its free-area distance immediately to the left of the master brand. Note that this is an exception, and that the logos are positioned for preference in the left and right corners respectively.

Golden Rules

1. Never mix different graphics identities with each other. Remember that the Principal Sender always sets the graphics style.

2. For co-branding, the logo of the sub-brand concerned will always be used in accordance with its own guidelines. For example, Q8Oils can be used in the negative version on an image or coloured background even if that must not be done for the master brand.

3. A master brand cannot act as a co-brand to its own sub-brand. This means that in an advert where Q8Oils is the Principal Sender, Q8 cannot be identified as Co-Sender.

Contact info

Any questions regarding the brand book content, please contact Corporate Brand Manager.