Visual fundamentals VERSION 3

Welcome to visual identity training

The Grant Thornton brand is our most valuable and visible asset.  Our visual identity brings us together and projects a clear identity that our clients can rely on, and that our people can believe in.

This training will give you an understanding of our brand's core visual identity elements and how they can be applied and implemented correctly and consistently throughout all your materials and live our brand.

Logo

Our logo

Logo

The Grant Thornton logo is made up of the Mobius (symbol) and the Wordmark (text). 

The Mobius (symbol)

Is a continuous band that looks three dimensional and permanent yet flexible. 

At Grant Thornton, the Mobius represents how our company is interconnected with our clients and our people.

The Wordmark (text)

Our wordmark uses a sans serif font. Its clean, simple design makes it ideal for print and digital use.

Using the logo

For consistency and ease, all Grant Thornton Word and PowerPoint templates have the correct logo already built in, so you'll never have to worry about changing them or choosing the right one. Review the logos and the guidance around when to use them.

Primary logo - full color

The full color logo appears in all instances where the color gradation is visible and vivid. 

Secondary logo - outline

We use a simplified outline of our logo when printing in black and white or when our logo appears on a solid background.

Mobius 

The Mobius appears alone in these few digital instances. As a favicon, an app icon or a symbol online or where space is limited. It can also be used in animations.

Outside of these instances you need approval from the Brand Team to use the Mobius in isolation.

Logo do's and don'ts

The Grant Thornton logo already exists in your templates. You can rest easy that you're using the correct logo, but it's good to be aware of these tips, just in case.

Do 

Use the full color logo on all firm materials.

Do

Use the clear space, or logo exclusion zone. The exclusion zone applies to all applications of the logo, ensuring clear space on all sides of the logo.

Do

Make sure our logo is always in your document by using the templates found in the Microsoft Ribbon.

Do 

Always get original source files from within your Microsoft Ribbon or on BrandCentral. Remember: use the Pantone or CMYK version for print documents, and the RGB version for screen and web. 

Don't

  • Use the grayscale version the logo
  • Fill in the outline or alter the logo colors or the wordmark font.
  • Force the whole logo and wordmark to fit in a space that makes it unreadable. This includes stretching or squishing the logo.

Don't 

Use the tagline on U.S. marketing and communication materials.

Don't 

Move the logo to another location in your document. The logo should always appear in the same place in our templates.

When should we use the Mobius in isolation?

  • On letterhead stationery
  • On Apps and / or Favicons

Where should you get your logo

  • Pull it down from the web by doing a "save as" or dragging it to your desktop.
  • They're already in my Grant Thornton templates

Color

Our colors

Core colors

White serves as the dominant color, setting the stage for Grant Thornton purple. Purple is our brand color and should be used on every communication we produce. These are our core colors and provide the overall impression on our firm materials.

Warm gray is a neutral tone that adds warmth and depth without distracting from the main colors.

Accent colors

Four accent colors have been chosen for its ability to complement but not compete with our purple. Therefore, accents should not be used on their own but always as secondary to purple.

Tints

Use tints sparingly and only at 40% or more in print, 20% or more in digital materials. Most often you will only use tints in charts and graphs. 

Using color

Maintaining the right color proportions

Balance your use of color to ensure brand consistency in all your materials. In order to achieve this, always use a minimum of 75% core brand colors (white, purple, warm gray) in your documents. 

Using more than one accent color 

You can use two accent colors at a time, but the core colors should still make up the significant majority (75%) of the colors used. 

Charts & graphs

An exception to the 75% rule can occur in charts and graphs when tints of the accent color or multiple colors are needed to tell the complete story. 

Use caution to keep the accent colors from taking over the primary colors on the page.

All core and accent colors are already included in your Microsoft Ribbon, you just have to pick which accent will tell your story best.

Color do's and don'ts

Do

Balance core colors throughout your materials and use accent colors minimally.

Do

Maintain the color proportions with a strong use of white, purple and gray.

Do

Use appropriate color proportions even on materials without images or icons.

Don't

Use an accent color as the dominant color.

Don't

Use more than two accent colors at a time or let the secondary colors overtake purple.

Which one of the following examples uses color correctly?

What is the ideal minimum percentage of core color to be used in a document?

  • 65%
  • 70%
  • 75%
  • 80%
  • 85%

Icons

Our icons

Built from the Mobius

Our icons were developed from the outline version of our logo to make them unique to us.

Simple lines

The simple forms and line weights provide easy scalability and legibility at all sizes. 

Friendly

Inside, rounded edges and end caps add further connection to the mobius as well as a friendly feel.

Functional & informative

Icons are simple, functional and developed to have multiple meanings.

Using icons

Using the icons

Icons are used to support a broader idea or give users context within your content. While icons have broad meaning and applications for flexibility, you should be consistent in the way you use icons within a document. 

Example: If you use one icon for "work" in one place in your document, don't use the same icon for "engineering" later. 


Icons in our library

We have created a robust library of icons that can be used in all of your materials from digital to print. You can access these icons in your Microsoft Ribbon.

Color use

Using the icons in purple on a white background is the most common application. However, icon files are available in the various color combinations:

  • Purple on white or accent color
  • White on purple or accent color
  • Accent color on white

Icons in presentations

  • On report and presentation covers, icons should always be set in purple
  • Icons appearing in interior pages should always be set in that document's accent color
  • If two accent colors are present, inside page icons should be set in the first accent color

All icons can be found on BrandCentral and accessed in the Microsoft Ribbon. We'll continue to develop new icons as needs and industries change.

Icon do's and don'ts

Do

  • Use icons in a single, solid color - that includes the lines and the circle boundary
  • Choose purple icons if no accent color is present in your document

Don't

  • Alter the color of the icon
  • Use an icon in a secondary color on top of another color

Don't

Scale icons with the other content around them. 

Don't

  • Group icons together to create a larger graphic.
  • Use icons just to break up content or with no real relevance to the content they are near.

Don't

Fill icons to make them the solid or use icons in reverse so that the circle boundary disappears. The lines that make the icon should always stand out.

Which icon should you use?

Your presentation has a single accent color, orange. Which icon should you use on the interior pages of your presentation?

Select the TRUE Icon statements

  • The boundary circle is not required when using an icon.
  • An icon can be more than one color (e.g. purple boundary circle and green lines).
  • Never fill an icon to make it a solid object.

Illustrations

Our illustrations

Bold, clean, abstract

Our illustrations bring diversity and richness to our visual identity. They reflect our dynamic thinking and are scalable across content themes, through which we can tell a story.

Keeping our illustration style abstract allows icons to carry the symbolic meaning. Illustrations can retain an emotive quality, supporting icons and typography.

Four key parts

Our illustrations are built on the foundation of four key parts:

  1. Theme
  2. Form
  3. Color
  4. Shading

With this foundation, we have created a number of illustrations for you to work with. 

Using illustrations

Illustrations and color

Every illustration has been supplied in each of the secondary colors, so you can choose the illustration that leverages your presentation's colors.

The illustrations should be not altered in any way.

Placement and scale

Illustrations can be cropped and offset to create variation and tell different stories.

For covers or initial screens, illustrations frequently live in the lower or right sections to avoid logos and titles. Try centering or cropping off one, two or three sides.

You can crop up to three sides of the illustration but use caution so you don't lose the overall feel.

Rotation

You may also rotate illustrations, but keep settings consistent throughout the document and only rotate in 15° increments.

Alternate layouts

When you place illustrations in alternate layouts, steer clear of text and allow ample white space for imagery to breathe.

Illustrations on section dividers will usually be in the top left, or right corners.

You will find all of our illustrations, in every color combination, on BrandCentral and you can access them from your Microsoft Ribbon.

Illustration do's and don'ts

Illustrations provide many opportunities to bring color and interest to your communications, but it is important that we maintain consistency across our organization. 

Do

Center an illustration in the lower section of a brochure cover.

Do

Crop an illustration on one, two or three sides.

Do

Scale or rotate an illustration, but always rotate illustrations in 15° increments.

Do

Choose one illustration to use in your document and reuse it throughout by placing it in different sections, scaling it up or down, or rotating and cropping it in different ways.

Don't

Use multiple illustrations in one document. Just like our icons, you should never combine illustrations together.

Don't

Edit or recolor an illustration. Editing the illustrator file to change the shape, shading or impact the way colors work in the illustration will break our brand's consistency.

Don't

Combine an illustration with photography on cover pages or section breakers. These items are intended to stand out individually and not compete with each other.

Don't

Crop illustrations so tight they can't be recognized. Our illustrations should always include a sense of the Mobius in them.

Don't

Use an illustration as an icon. Never place an illustration inside a border or bounding space in order to change them into an icon. 

Illustrations: True or False?

  • You can change the colors of the illustrations.
  • Illustrations should never be turned into icons.
  • Illustrations should not be placed to close to text.

Illustrations: True or False?

  • Illustrations should never be resized or cropped.
  • You can create new illustrations or change the color of existing illustrations.

Photography

Our photography

A move toward color

As part of our visual identity, we are incorporating photography that feels human, realistic and relatable.

Warm

Warm tones are positive and relatable.

Natural

Colors are toned back, realistic and human; not over-saturated.

Even

Lighting is evenly balanced and avoids high contrast or overly washed-out looks.

We gathered together a library of imagery for you to choose from when illustrations won't convey your message. You can access images through BrandCentral or the Microsoft Ribbon. And we will regularly be adding to the library to keep your options fresh.

Do not source or grab images from the internet.

Using photography

Our images capture the essence of the people we encounter. From employees to clients and beyond.

Our selection provides a good mix of industry-specific and environment imagery that conveys the broader, human qualities of our brand.

The way we frame our photos further strengthens our brand. The way you use these photos will help strengthen your story.

Choosing photos

Select photos that resonate with your message. These can connect to the industry subject matter, the people you're talking about or choose environmental imagery that is evocative of your story without getting too literal.

Cropping

You don't have to use a photo exactly as it was shot. Cropping the photo may even mean cutting people or environment out to better fit the space you need to fill

Corporate photography

For our team members, color portraits are ideal, but black and white are allowed as well. We recommend adjusting employee portraits to be the same color type within a document. This means if there is only one portrait appearing in your document, then you can use whichever style of photography you have available. But if one employee has a color portrait and the other five have black and white, you should adjust the color to match the others.

Most importantly

We have created the BrandCentral image library to make incorporating photography easier for you. All images are aligned to our brand and licensed for any use within Grant Thornton communications. This includes print and digital, advertising and marketing materials.

Photography do's and don'ts

All images used in Grant Thornton materials must come from the BrandCentral image library. If imagery needs to be commissioned for a specific need, you must contact the Global Brand team. 

Do

Use candid capture and crops that give a clear sense of environment. Here we also show the appropriate use of the arc layout.

Do

Balance the imagery in a layout with the content.

The full page image keeps our warm and natural style while the content on the right provides balances to the overall layout through text, color and an employee portrait.

Do

Use imagery that expresses a human moment without using a full body or a face.

Don't

Crop images in a way that cuts off a subject's face or distorts the environment to make it feel unnatural.

Don't

Make the imagery fight with the text for attention. 

Here the cover is full bleed with text placed on top, making the text hard to read. The arc layout device should be used to ensure legibility of logos and text.

Images can be full bleed within a document, but not on cover pages.

Don't

Edit an image in a way that the tone becomes cool or cold and distant.

You should never: 

  • Select photos from photography sites 
  • Save images from anywhere off the web or in other documents
  • Use any imagery that is not licensed or approved by the Global Brand team

We want to help you be sure you have the best quality files for your materials, so always get images from BrandCentral or the Microsoft Ribbon.

Which is the correct use of imagery

True or False

  • You can use any images found on stock photography websites as long as they are rights free.
  • You can commission photography for your project whenever you need from any photographer.
  • You can use black and white employee portraits during our transition to color

Typography

Our fonts

Keeping it nice and simple

The standard system default font is always Arial. This font is clean, easy to read and any document creator or recipient will have it on their machine. This extends to digital communications, too. Anytime you create a document to be opened or edited by someone outside of Grant Thornton, you should use Arial. This includes all Word and Powerpoint materials.

GT Walsheim

In printed marketing materials, internal communications, and when text is embedded (such as text in an image), we use GT Walsheim to represent our brand. This digital-first typeface is clean, bold, direct and clear. With plenty of weights to choose from, it works perfectly in both digital and print applications.

Keep in mind.

GT Walsheim is loaded on your work computer so it will render correctly on all Grant Thornton machines. However, this font will most likely not be installed on clients' computers, which means it will likely be unreadable on their system. 

Make sure your default font is Arial.

Using fonts

Headlines

The largest headline size within any layout should always appear in our purple unless the background is dark. In these instances, it should be white.

Lower-level headlines and subheads may be set in black, purple or an accent color. Never use warm gray for any copy.

Not all headline styles must be used in every document. Use the number of hierarchy styles that feels proportional and appropriate for your communication

Main copy

  • Body copy should always be set in black and at 9/12 pt font
  • Bullet point indents should equal the body copy point size
  • Letters and numeric lists are set with space before at 1/2 the body copy leading
  • Folio should always be black and set at 6/8 pt font

Typography dos and don'ts

Do

Use proper headline hierarchy in print.

Do 

Balance spacing and proportion of text in digital.

Don't

Jump between headings randomly within the same area of information. 

Fill in the blank

The largest headline should always be  unless on a dark background.

Warm Gray should be used as a font color