2. About Us: Lightstone Brand Values ...Page 3
Tool Kit: Identity Elements ...Page 4
Our Palette: Corporate Colours ...Page 5
Our Brand: Company Logo ...Page 6
Our Brand: Company Logo – Exclusion Zone & minimum size ...Page 7
Our Brand: Company Logo – Do's and Dont's ...Page 8
Our Brand: Company Logo – Secondary Devices ...Page 9
Text Style: Our Typefaces ...Page 10
Text Style: Typography ...Page 11
Copy Writing: Our Name & Tone of Voice ...Page 12
Brand Use: Stationery & Document Templates ...Page 13
Brand Use: Email Signature ...Page 14
Brand Use: Client Products ...Page 15
Brand Use: Promotional Products ...Page 16
In Brief: Summary ...Page 17
Ask Us: Contact Details ...Page 18
These guidelines describe how to design for and implement the Lightstone
brand identity. These guidelines they must be used consistently, as even
small variations will undermine the impact of the Lightstone brand.
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Visual Identity Guidelines v.1.1
TheGuidelines
Foreword & Contents
3. Clarity
Open business relationships
Partnership approach
Structured approach
Transparent use of technology
Stability
Secure solutions
High performance, scalable solutions
Flexible, adaptable and dynamic
Trust
Solid production track record
Reliable products and services
Reliable, professional staff
Happy customers
Quality
Bespoke solutions
Effective design
Technically strong, competent and efficient
Experience and expertise
Who we are
Lightstone create internet enabled business solutions from website design through to Enterprise level application
development and e-commerce.
Our Values
We continue to employ the following values and principles that encompass our work and guide our behavior:
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Visual Identity Guidelines v.1.1
AboutUs
Lightstone Brand Values
4. The Lightstone brand is supported by various visual elements that, when used correctly and consistently, combine
to create the Lightstone 'look'.
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Visual Identity Guidelines v.1.1
ToolKit
Identity Elements
Typefaces
Trebuchet Regular
Trebuchet Bold
Arial Bold ('TM' of logo only)
Verdana (email use only)
ThemedHeadings
Typography
Logo Primary Colours
Secondary Colours
Secondary devices
5. Lightstone is a White, Red and Grey brand. Purple and Black act as secondary support colours. White is our primary
colour and is used to create a clean environment for the logo and other content, and occasionally as body text
when set against darker background colours. Red and Grey are our primary design colours and are used for stylised
headings and as page design elements. Grey is also used as a colour for secondary body text such as lists or minor
headings. Purple is a secondary colour and is used for sub-headings and as an accent colour to highlight important
information. Our other secondary colour is Black and this is used for body text.
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Visual Identity Guidelines v.1.1
OurPalette
Corporate Colours
LS Red
RGB: R: 167 G: 1 B: 30
CMYK: C: 23 M: 100 Y: 100 K: 18
HEX: #A7011E
LS Grey
RGB: R: 102 G: 102 B: 102
CMYK: C: 60 M: 51 Y: 51 K: 20
HEX: #666666
LS Purple
RGB: R: 101 G: 84 B: 150
CMYK: C: 71 M: 77 Y: 10 K: 1
HEX: #655496
Black
RGB: R: 0 G: 0 B: 0
CMYK: C: 75 M: 68 Y: 67 K: 90
HEX: #000000
White
RGB: R: 255 G: 255 B: 255
CMYK: C: 0 M: 0 Y: 0 K: 0
HEX: #FFFFFF
Primary Colours Secondary Colours
Colour Ratio Chart
60% 13% 12% 10% 5%
6. The company logo is a stylised version of the word 'lightstone', and is the primary device for our visual identity.
The logotype is the standard 'Trebuchet Regular' font with some modified letters – noted above. The 'TM' is
represented in the 'Arial bold' font. It should always be used in its entirety on all company material and products.
The precise positioning of the logotype and the proportions of its elements must always be reproduced in the set
relationship shown here. On no account must it ever be redrawn or modified. Our logo must always be reproduced
from the artwork provided with this file.
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Visual Identity Guidelines v.1.1
OurBrand
Company Logo
Stylised dot
above the 'i'
Font = 'Arial regular'
Colour = LS Grey
Modified 't' and 's',
& joined together.
Main font=
Trebuchet Regular
Note: All kerning (the space between
each letter) has been customised for
every letter in the logo. Standard
kerning should not be applied.
Colour =
LS Red
Colour =
LS Grey
Background =
White only.
7. The exclusion zone is the area immediately surrounding the logo that should always be kept clear of all other copy
or design elements. The zone should be maintained whenever and wherever the logo is used. The formula for this
exclusion zone is shown below, and applies to all sizes of logo reproduction.
For reasons of clarity, the minimum size that the company logo should be reproduced, measured from the edge of
the exclusion zone, is as follows:
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Visual Identity Guidelines v.1.1
OurBrand
Company Logo – Exclusion Zone & Minimum Size
In print = 7mm On screen = 20 pixels
8. Change the colour of
the logo.
Stretch or distort the
logo.
Change the weight of
the logotype.
Change the font,
kerning or capitalise
the logotype.
Add a drop-shadow or
other effects.
Change the relative
sizes of logo
elements.
Use the logo against a
non-solid background.
Use negative versions of
the logo against
backgrounds with
insufficient contrast.
Use a low-quality
image, or place the
logo non-horizontally.
Use the full colour logo against colourful backgrounds as long as
the logo has a white exclusion zone background with curved corners.
Use the logo in white-negative against all corporate colours other
than white; and against black when printing in monotone or grayscale.
Use the full colour logo against solid-white areas of background imagery,
or the white-negative version of the logo against solid, high contrast
dark-coloured backgrounds, always maintaining the exclusion zone.
Use the logo in black-negative against white when printing in monotone
or grayscale.
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Visual Identity Guidelines v.1.1
OurBrand
Company Logo – Do's & Don'ts
Do: Don't:
lightstone
LightStone
9. LS Dot
This stylised dot (inspired by a spotlight hitting an ellipse) is part of the Lightstone brand and forms part of the logo itself. But
the LS Dot is not a substitute for the full company logo and should only be used as a graphical asset to support the main logo.
Examples of use can be seen in this document as bullet points and as part of the layout design for page numbering. The LS Dot
must only be rendered in the following colours: LS Red, LS Grey, Black (when used against white), White (when used against
black). The LS Dot must not be cropped or rotated (the exception being when the LS Cutout Symbol is placed on top of it).
LS Symbol
Taking it's design cues from the joined 't' and 's' in the Lightstone logo, this device is designed to be used as design shorthand
for the main company logo. Although, whilst the brand is new and establishing itself, this should not be used without the full
company logo close by. The LS Symbol could be used on branded products, web pages, print or any other medium. The LS
Symbol can only be reproduced in full colour (LS Grey and LS Red, as shown opposite) and against a white background. An
exclusion zone equivalent to the width of the 'l' should surround the device at all times. The device can be solid black (when
used against white) or solid white (when used against black) when printing in monotone or greyscale. The LS Symbol must not
be cropped (except in the case of the LS Gradient Symbol below) or rotated.
LS Cutout Symbol
This is an optional device to form graphical designs as part of a layout. It is the only device of the Lightstone
brand that can be set against a gradient or solid background (such as the LS Dot, seen opposite), and cropped
to suit any design (as long as the 'l' and 's' are still distinguishable). The gradient must only ever be horizontal,
from 100% white on the left to 100% LS Grey on the right. When used with the gradient, cropping the right-
hand edge of the 's' allows the device to be neatly placed up against the right-hand border of a page layout.
The LS Symbol should only ever be white. The grey part of the gradient should always be visible to
the left of the 'l' so that the 'l' is clearly visible.
The company logo is supported by three secondary devices that should only ever be used where the full company
logo is also present. These devices can be optionally used as components for page design and layout. Please follow
the same do's and don'ts as those established for the main company logo.
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Visual Identity Guidelines v.1.1
OurBrand
Company Logo – Secondary Devices
10. The primary typefaces used for our company logo and
as body text for all company literature are:
Trebuchet Regular.
The secondary typeface (used for email
communications only) is:
Verdana Regular.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789()?!@£$%&*
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789()?!@£$%&*
Trebuchet Bold.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789()?!@£$%&*
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Visual Identity Guidelines v.1.1
TextStyle
Our Typefaces
11. ThemedHeading (Option 1)
ThemedHeading (Option 2)
OPTION 1: (Trebuchet Regular 30pt) in LS Grey/LS Red.
or
OPTION 2: (Trebuchet Regular 24 pt) in LS Grey/LS Red.
Themed headings are special headings that reinforce the brand. These should be two
separate words (not one word, i.e 'internet'). Each word should have a capitalised
first letter and no space between the words. Full-stops are not used in any headings.
Heading
Heading
OPTION 1: (Trebuchet Bold 24pt) in Black.
or
OPTION 2: (Trebuchet Bold 16pt) in Black.
All headings are lower case, capitalised first letter.
Subhead
Subhead
OPTION 1: (Trebuchet Bold 16pt) in LS Purple.
or
OPTION 2: (Trebuchet Bold 12pt) in LS Purple.
Body copy Body Copy Body Copy
Body copy Body Copy Body Copy
OPTION 1: (Trebuchet Regular 14pt; Trebuchet Bold or Regular 11pt) in Black.
or
OPTION 2: (Trebuchet Regular 10pt ; Trebuchet Bold or Regular 9pt) in Black.
Highlighted body Highlighted body Highlighted body
Highlighted body Highlighted body Highlighted body
OPTION 1: (Trebuchet Regular 14pt; Trebuchet Bold or Regular 11pt) in LS Purple.
or
OPTION 2: (Trebuchet Regular 10pt; Trebuchet Bold or Regular 9pt) in LS Purple.
Secondary body Secondary body Secondary body
Secondary body Secondary body Secondary body
OPTION 1: (Trebuchet Regular 14pt; Trebuchet Bold or Regular 11pt) in LS Grey.
or
OPTION 2: (Trebuchet Regular 10pt; Trebuchet Bold/Regular 9pt) in LS Grey.
(Trebuchet Bold 8pt) in White.
Only used for footer information when set against LS Grey.
Smallprint (Trebuchet Regular 8pt) in LS Grey.
Tertiary footer copy
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Visual Identity Guidelines v.1.1
TextStyle
Typography
The company literature employs a specific typographic style designed to support the brand. Various options are
available to cater for different styles and purposes of document. Please do not combine Option 1 styles with
Option 2 styles and vice-versa. Choose one set of options that suits your document and use it throughout.
12. Our name
Although comprised of two nouns, Lightstone is one word. Except in the case of our logo, when written down in
any other context the name should be written as:
Lightstone
Do not write the company name as:
LIGHTSTONE
LightStone
Light Stone
or
lightstone (lower-case 'L' - our logo is the only exception to this rule)
Tone of Voice
When we communicate:
we are clear, direct, honest and open.
we are sensitive to the needs and expectations of our clients.
we avoid using technical jargon with non-technical audiences.
we are intelligent.
we use concise sentences and proper punctuation.
we are not arrogant or condescending.
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Visual Identity Guidelines v.1.1
CopyWriting
Our Name & Tone of Voice
13. The Lightstone company stationery is a primary method of communicating our brand to our clients and suppliers.
Always use the official company stationery (and email signature, as detailed on the next page) with all outgoing
communications. A template for digital-only documents are included in the files provided with this document.
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Visual Identity Guidelines v.1.1
BrandUse
Stationery & Document Templates
Business Card Letterhead Compliment Slip
Lightstone Interactive Ltd
Enterprise House
Papyrus Road
Peterborough
PE4 5BH, UK
t: 0845 2269066
f: 0845 2269077
www.lightstone.co.uk
e: info@lightstone.co.uk
Firstname Surname
Role Title
firstname.surname@lightstone.co.uk
+44 (0)1234 567890
+44 (0)1234 567890m:
t:
e:
TM
14. 14
Body copy
_______________________________________________________________________________
Firstname Surname
Role Title
Lightstone Interactive Ltd
Direct Dial: +44 (0) 1733 XXXXXX
Email: firstname.surname@lightstone.co.uk
Telephone: +44 (0) 845 226 9066
Fax: +44 (0) 845 226 9077
Website: www.lightstone.co.uk
Address: Enterprise House, Papyrus Road, Peterborough. PE4 5BH, UK.
_______________________________________________________________________________
The information contained in this message is likely to be confidential and is intended only for the recipient(s) named above. Any dissemination,
distribution, copying, disclosure or use of this message or its contents to recipients not specified by the original author of the message is strictly
prohibited, unless authorisation to do so is given by the original author.
If you have received this message in error, please notify us immediately.
The views expressed in this e-mail are those of the author and do not necessarily reflect the views of Lightstone Interactive Ltd. Any infringement of
copyright or other rights or any defamatory statement is contrary to our company policy and outside the scope of the authority of the author.
Although we have taken steps to ensure that this e-mail and attachments are free from any virus, we would advise you to ensure they are indeed virus
free. We do not, to the extent permitted by law, accept any liability (whether in contract, negligence or otherwise) for any virus infection and/or breach
of confidentiality or of security in relation to transmissions sent by e-mail.
Lightstone Interactive Ltd
Registered Number: 03821175
Office: Enterprise House, Papyrus Road, Peterborough, PE4 5BH, UK.
'Lightstone' and 'Lightstone Interactive' are trademarks of Lightstone Limited.
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Visual Identity Guidelines v.1.1
BrandUse
Email Signature
1-pixel text underlines.
Colour = Black
Fonts for name and title=
7.5pt Verdana Bold in
LS Red and LS Grey
Fonts for all contact info (apart
from web address) = 7.5pt
Verdana Regular in LS Grey
Font for smallprint=
8pt Verdana Regular in LS Grey
Logo = left-aligned with 2 pixel
left-margin. 150 pixels wide
BODY COPY for all emails =
9pt Verdana Regular in Black
Fonts for contact headings=
7.5pt Verdana Bold in Black
15. Place the logo at the bottom of the
client product page layout, preferably
the full colour version, and (if against
any background other than white)
against a white exclusion zone
background with curved corners.
Use the white (or black) negative version of
the logo against the client's main corporate
colour or predominant background colour (this
is the only exception to our other logo usage
rules), but only when there is sufficient
contrast so that the logo can be clearly read.
Use the white-negative version of the logo
against low-contrast or non-solid
backgrounds (in these circumstances use a
black-negative version of the logo)
Add text, such as the Lightstone web
address, or a production credit, close to
the logo in smallprint, in Trebuchet, and
preferable in a colour scheme that suits
both the client product and Lightstone.
If branding a web-enabled product, hyperlink
the logo to our website homepage:
www.lightstone.co.uk.
Change the colour of the Lightstone logo to
match or suit the client product, or use the
full-colour logo against a non-white
background.
When using the company logo to brand products created for our clients, it's highly unlikely that the design and
colour scheme of the client product will match the Lightstone corporate colours. To avoid changing the colour of
our logo to suit a client product, and to guarantee brand clarity and adherence in any environment, the following
rules apply.
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Visual Identity Guidelines v.1.1
BrandUse
Client Products
Do: Don't:
A Lightstone Interactive Ltd w ebsite 2006
16. When reproducing the company logo for use on promotional merchandise, some additional design is applied.
The Lightstone logo is always accompanied by our website address in black Trebuchet Regular text. Note that the
same exclusion zone as the main logo also applies.
Examples of branded merchandise designs:
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Visual Identity Guidelines v.1.1
BrandUse
Promotional Products
Full-Colour (for use against white only) White-negative (for use against solid corporate colours or
black only)
Mug Coaster
www.lightstone.co.uk
TM
www.lightstone.co.uk
TM
www.lightstone.co.uk
TM
T M
17. As of this version of the Visual Identity Guidelines (version 1.1) the Lightstone brand is new and unestablished.
As such the rules and guidelines contained in this document have been designed to protect the core brand and logo
devices, whilst leaving enough room outside that scope for future development.
Keynotes
Always refer to this document for all Lightstone branded material and ensure that the guidelines are met.
Consider your medium ( print / web; colour / monotone; etc) and audience (potential client, existing client,
general public, etc) carefully before creating content. When given a brief, think about it, then think again.
Only use the assets included with this document to create Lightstone branded content, this includes
document templates for client proposals and presentations.
Your involvement in this process helps us define our brand.
If in doubt, ask the Lightstone Creative Director or Head of Creative Services for further guidance.
It is envisaged that, over time, the brand will develop further and new design ideas (possibly including brand
property such as photographic material) will be introduced, and this document will be updated accordingly.
As the secondary devices (particularly the LS Symbol) are used, they may become synonymous with the primary
Lightstone logo. Frequent use of these devices, where appropriate, is recommended for two reasons:
1) They support the brand and reinforce the primary Lightstone logo
2) Should the LS Symbol, for instance, become synonymous with the main Lightstone logo, it will need
trademarking. A trademark application for a visual device is stronger when it can be shown that the device in
question has been in regular use for an extended period.
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Visual Identity Guidelines v.1.1
InBrief
Summary
