Brand guidelines

Introduction

These guidelines are intended to ensure brand consistency across all INEOS touchpoints. They should be followed as closely as possible.

  • Our company brand guidelines

    Our company is a very devolved organisation, we are seen in the outside world trading under the single INEOS brand. Our brand therefore represents the way in which we are seen to do business. We put health, safety and the environment first, and our success will follow. We focus on our customers’ needs and progress our business through continuous improvement in efficiency, products, performance, people and relationships.

    Internally the logo represents our approach to managing INEOS; our belief in sharing rewards, our focus on growth and profit, our aim to develop top quartile economics on all of our sites.

    In some large corporations, the company logo can take on a level of importance way beyond their relevance to doing business well and I hope we never get too neurotic about the INEOS logo.

    That said the INEOS brand is becoming increasingly important, and I would ask that you stick to the guidelines to ensure that we look professional to both our inside and outside audiences.

    Jim Ratcliffe, Chairman

  • Usage and Download guide

    These guidelines are intended to ensure brand consistency across all INEOS touchpoints. They should be followed as closely as possible.

    They do however; allow flexibility within the layouts and structure as we know that no two communication touchpoints are identical. If in any doubt, please contact richard.longden@ineos.com

    INEOS Brand Guidelines (7.3MB)

The logo

The logos within this section have been grouped by each logo style and then by each business.

  • Colour

    The full colour INEOS logo should be used on all light backgrounds or images.

    The logo should always be used with the strapline except when it is part of an INEOS business Identity, or at very small sizes.

  • Reversed

    The reversed out INEOS logo should be used on all dark backgrounds or images. The strapline should always remain orange.

    Please ensure the strapline is always legible against variable image colours. Use adjusted imagery or tinted areas if necessary.

  • Monochrome

    The monochrome logo should only be used when colour is not available, such as in one colour newspapers.

  • Monochrome Reversed

    The monochrome logo can also be used in reversed out form in one colour applications.

  • Proportions and Clear Space

    Logos need space around them, so they don’t clash with text, imagery or graphical features.

    The logo must always appear in the correct proportions as shown, based on X = the height of the INEOS logo. ½X is the minimum required clear space on all sides of the logo.

    Always use an original, authorised vector eps or ai file of the ‘locked up’ logo for print. Do not try to recreate the logo in any way, except for large format work where the logo may need to be reconstructed in application, such as on building signage.

  • Business Identities: Colour

    Business identities do not use the strapline. The INEOS business Identities (logos) are represented as a combination of the INEOS logo and the subdivision name.

    1. Horizontal: The subdivision name is set to the right of the INEOS logo and there should be spacing of ½X where X is the height of the INEOS logo. The first letter of the subdivision must be a capital letter 85% of the height of the INEOS logo.

    2. Vertical: The subdivision name is set below the INEOS logo. The height of the subdivision name should be ½X where X is the height of the INEOS logo. There should be spacing of ¼X between INEOS and the subdivision name.

  • Business Identities: Monochrome

    The monochrome business identities should only be used when colour is not available, such as in one colour newspapers.

    1. Horizontal: The subdivision name is set to the right of the INEOS logo.

    2. Vertical: The subdivision name is set below the INEOS logo.

  • Business Identities: Reversed

    The monochrome logo can also be used in reversed out form in one colour applications.

    1. Horizontal: The subdivision name is set to the right of the INEOS logo and there should be spacing of ½X where X is the height of the INEOS logo.

    The first letter of the subdivision must be a capital letter 85% of the height of the INEOS logo.

    2. Vertical: The subdivision name is set below the INEOS logo. The height of the subdivision name should be ½X where X is the height of the INEOS logo.

    There should be spacing of ¼X between INEOS and the subdivision name.

The INEOS 'O'

The INEOS 'O' is a graphical element used as a secondary visual across print and web.

  • The INEOS 'O'

    The INEOS ‘O’ is a secondary graphical element.

    The ‘O’ should always be on a flat plain and cropped off the page. The ‘O’ should not be used as bullet points in lists.

    The ‘O’ should reproduce as a 5–10% difference in tint from the background colour.

    The ‘O’ should always be cropped off the page, rather than sit within it. It can be cropped off any corner of the page.

The Fonts

Our corporate typefaces are DIN Light and Helvetica Neue. Our secondary font is Futura and the tertiary typeface is Arial.

  • Primary: Print and Online

    Our corporate typefaces are DIN Light and Helvetica Neue. Do not substitute for any other typeface except in electronic files where the recipient will not have DIN or Helvetica Neue installed.

    Where possible in professional design packages such as Adobe Indesign, Illustrator, or Quark Xpress, set justification preferences as... Ranged left, and word spacing to 80%.

    Do not install DIN or Helvetica Neue on any in-house computer, instead see our tertiary fonts for in-house use.

    DIN Light

    Use for all main headings and headlines. Always use in caps for short headings, but for longer headings upper and lower case is acceptable. Track to -30 thousandths of an em.

    Helvetica Neue 75 bold

    Use for all sub-headings. Always set in upper and lower case. Track to -30 thousandths of an em.

    Helvetica Neue 45 light

    Use for all text. Always set in upper and lower case. Track to 0.

  • Secondary: Business Logos, Stationery and Signage

    For stationery, signage and business logos use our secondary font Futura as specified below.

    For all other print and online applications always use the primary typefaces, DIN and Helvetica Neue.

    Futura bold

    Use for business logos and stationery applications only. Track to -30 thousandths of an em.

    Future book

    Use for stationery only. Track to -30 thousandths of an em.

    Futura light

    Use for stationery only. Track to -30 thousandths of an em.

  • Tertiary

    Our primary typefaces should always be used in print applications. For online use, DIN and Helvetica Neue should be embedded to ensure brand consistency online and offline.

    Our tertiary typeface, Arial should only be used in applications generated in-house, such as on Powerpoint and Word documents. Do not use Arial in print or online.

    Arial bold

    Use for headings and text highlights. Track to -30 thousandths of an em if possible.

    Arial regular

    Use for body text. Track to -30 thousandths of an em if possible.

Colours

INEOS is a fresh, vibrant and predominantly 'white' brand. The primary colours of grey, orange and blue support this clean approach.

  • Primary

    INEOS is a fresh, vibrant, clean, and predominantly ‘white’ brand. The other primary colours support this clean approach and can be used in areas such as highlights, backgrounds and headings.

    The logo blue should not be overly used in application but instead reserved for the INEOS logo to ensure it always has stand out.

  • Secondary

    Our secondary palette of colours should only be used as minor highlighting colours, such as in diagrams, charts, tabbing systems, etc.

Grid and Visual System

The grid and visual system is the combination of our typography, colours, grahics and layout that make the INEOS brand unique.

  • Grid System: Landscape

    Where possible use a 12 column grid as the basis of any document. Using 12 columns gives layouts flexibility as well as structure, allowing for 3 column, 4 column, and 6 column grid systems.

    More advanced layouts using a range of column widths can also be derived from a 12 column grid.

  • Visual System: Landscape

    The visual system is the combination of our typography, colours, graphics and layout that make the INEOS brand unique. Our system is consistent, simple and flexible to use.

    The system follows the basic principle of horizons. Using horizontal structures or rules to help hold information together or apart gives us a strong and recognisable system for layouts.

    The first image shows how a simple layout may look for a landscape page, website, sign, banner, emailer, table or other.

    The second image shows how the horizontal bars can move up or down depending on special requirements. The areas between the bars can also be filled with solid colours or tints.

  • Layout Examples: Landscape

  • Grid System: Portrait

    Where possible use a 12 column grid as the basis of any document. Using 12 columns gives layouts flexibility as well as structure, allowing for 3 column, 4 column, and 6 column grid systems.

    More advanced layouts using a range of column widths can also be derived from a 12 column grid.

  • Visual System: Portrait

    The visual system is the combination of our typography, colours, graphics and layout that make the INEOS brand unique. Our system is consistent, simple and flexible to use.

    The system follows the basic principle of horizons. Using horizontal structures or rules to help hold information together or apart gives us a strong and recognisable system for layouts.

    The first system shows how a simple layout may look for a portrait page, sign, banner, emailer, table or other.

    The second image shows how the horizontal bars can move up or down depending on special requirements. The areas between the bars can also be filled with solid colours or tints.

  • Layout Examples: Portrait

Imagery

INEOS' imagery of applications and people should be dynamic with the cropping.

  • Application Imagery

    One of our greatest assets is that our chemicals go into making some of life’s essential, everyday or lifestyle products.

    When highlighting these everyday, end-user applications, images should be tightly cropped, taken from an interesting angle or be almost abstract in composition.

  • People Imagery

    Photography of people should always be crisp and clear with a short depth of field, so that backgrounds can drop out of focus.

    Do not muddle people into backgrounds, look for clear space around people. Be dynamic with the cropping and try to avoid filling the whole shot with people and locations. Allow breathing space.

  • People Portraits

    Always ensure the highest level of quality and consistency across all portrait images. Use consistent lighting and backgrounds to ensure a strong suite of shots.

    Portrait shots should always be crisp and clear with a short depth of field, so that backgrounds can drop out of focus. Keep the backgrounds light in tone.

Exhibitions

Keep exhibition stands asymmetric and dynamic, remembering that a headline should be big enough to see from a distance.

  • Exhibition stands

    Use space on exhibition stands wisely. Keep it asymmetric and dynamic. Avoid smaller text overlapping panel breaks. Use rules to divide bullet points, and avoid bullet points dots.

    Keep it dynamic and remember that a headline should be big enough to see from a distance, and that information shouldn’t be too large to read on closer inspection.

Stationery

Stationery should be printed using black plus the two spot colours. If pantone inks are unavailable, please use the CMYK values.

  • Business Cards: Europe

    All group business cards across Europe are produced at a trim size of 85mm x 55mm on Conqueror Brilliant White (320gsm).

    They should be printed ideally using black plus two Pantone spot colours as specified below. If Pantone inks are unavailable, please use the CMYK values below.

  • Business Cards: America

    All group business cards across the US are produced at a trim size of 3½" x 2" (89mm x 51mm) on Conqueror Brilliant White (320gsm).

    They should be printed ideally using black plus two Pantone spot colours as specified below. If Pantone inks are unavailable, please use the CMYK values below.

  • Letterhead: Europe

    European letterheads are printed at A4 (210mm x 297mm) on Conqueror Brilliant White (100gsm).

    They should be printed ideally using black plus two Pantone spot colours as specified below.

    If Pantone inks are unavailable, please use the CMYK values instead.

  • Letterhead: America

    US letterheads are printed at 8.5 x 11 inches (215mm x 280mm) on Conqueror Brilliant White (100gsm).

    They should be printed ideally using black plus two Pantone spot colours as specified below.

    If Pantone inks are unavailable, please use the CMYK values instead.

  • Powerpoint

    This powerpoint template should be used to make sure all presentation communications are in keeping with the INEOS house style.

    INEOS Powerpoint

Signage

Below are examples of INEOS signage and sizing.

Service Vehicles

Corporate and business logo layout for service bikes, cars and vans.

Uniforms

Logo layout for corporate and business uniforms.

Downloads

For further information and files for each business.