Simplecall brand guidelines_spreads_web

simplecall cookbook
brand guidelines

hi there! 5
welcome... 6
why brand? 9
importance of branding 10
our four pillars 13
purpose 14
inspiration 16
our purpose was born 18
promise 20
what we promise 22
values 24
values & beliefs 26
how our values affect the user journey 28
brand core 30
brand positioning 32
target market 33
identity & personality 34
brand architecture 36
brand theme 37
voice 38
visual & verbal voice 40
visual voice 41
verbal voice 96
so what now? 113
it’s up to you 114
to simplify means to eliminate the
unnecessary so that the necessary
may speak.
hans hofmann

52012 simplecall brand guidelines. All rights reserved.
hi there!

...to the simplecall branding guidelines. This book
was passionately put together to help give the
simplecall brand its distinct personality, and to help
you create marketing material consistent with the
aesthetic, voice and spirit of the simplecall brand. By
adhering to it as closely as possible, you can help to
grow a great brand, connect with consumers on an
emotional level and create a more loyal following.
We trust you will find it very useful.
welcome...

why brand?

Branding is important because:
• People have too many choices and too little
time, the company with the strongest, most
resonant brand will be the one they choose.
• Most offerings have similar quality and
features, branding helps sets
simplecall apart.
• We tend to base our buying choices on
trust, branding gives companies a face.
Contrary to popular belief, branding isn’t a logo,
products or identity. It is the feelings consumers
have for a company, product or service.
In this day and age, when people have a wealth
of choices and limited time, we are no longer able
to compare by the features and benefits of each
product. What’s more, many products have almost
the same features offered at the same price, so
judging them in a purely rational way is impossible.
“the main purpose of branding is to get more people
to buy more ‘stuff’ for more years at a higher price.”
Marty Neumeier – The Brand Gap
Today, people are making more purchases based
on the trust they have for the brand. If they believe
that the service or product comes from a company
that they trust, they can buy without worrying about
how it compares to other similar products.
People gain trust
in a brand based on many factors:
• what the product looks like
• where it is being sold
• the kind of people who are most likely
to buy it, and if they can identify with them
• the value of the product
• what people are saying about it
All of this comes together to create branding, the
magic that breathes life into a company. Business
is more emotionally driven than people think. Given
the choice, people will choose to do business with
companies that have a strong personality, both
because they feel as though they can trust them and
because they can more easily identify with what the
company is offering. That’s why building a consistent
and distinct brand is so important. Any business
can market products, but it takes fantastic branding
to conjure up feelings and create deep emotional
connections with consumers. Without this emotional
connection, consumers will not remember, care
about, or do business with a company they feel are
faceless and untrustworthy.
the four essential pillars of branding...
purpose promise values voice
importance of branding

our four pillars

purpose
reason for our existance

inspiration
current market & what drives us
The technology industry is constantly changing, filled to the brim with technical
jargon and difficult for many to understand. The average technology company
isn’t helping matters, bombarding consumers with offers, new products and
tariffs, or, at worst misinforming their customers with exaggerated claims and
deceptive advertising.
The situation is further exasperated for our target consumer, who is foreign and
may not speak or understand English perfectly.
Result - Confused, frustrated consumers
Communication is a part of everyone’s life. It transcends race, gender and age.
And when it comes to making it easy for everyone to keep in touch, simplecall
believes there should be a better solution.
there is no better way to illustrate the
problems that simplecall was created
to solve than by telling the story of the
inception of one of its flagship services:
In the year 2006, an elderly lady from Bangladesh made her regular trip to visit
her son in the UK. She was very close to the rest of the family, and so needed
a way to keep in contact with her loved ones in Bangladesh during her stay.
The only options available at the time were PIN based dialling systems, which
required her to enter:
1. a dialling access number
2. a pin number
3. her destination number
This was unfortunate as it was not a straight forward process and because she
was a bit hard of hearing, it was difficult to follow the instructions. And to make
matters worse, if she made a single mistake, she would have to start the process
from the very beginning.
Luckily, her son was Naufal Zamir, Founder and Managing Director of simplecall.
Being the gregarious problem solver that he is, Naufal thought to himself,
“There must be another way. Somehow I can make her life easier.”
Seeing an opportunity to create a better solution, Naufal undertook a month and
a half project to research, develop and test the basis for what would eventually
become talk direct. He created three local numbers that corresponded to
the numbers of Naufal’s mum’s closest relatives. No pin necessary and no
complicated instructions to follow.
Needless to say, Naufal’s mum was thrilled. She could call the most important
people in her life effortlessly, just as if she were calling locally. She no longer
had to rely on Naufal’s help and could call them whenever she pleased.
Since the project was such a success for his mum, Naufal decided that he could
help others make international calls with less hassle by bringing the service to
the rest of the country. And so talk direct was born.
family: the heart of simplecall

our purpose was born
“to simplify and serve the world of communication with innovative solutions”

promise
the measure by which we can be held accountable by our customers

what we promise
“to connect the world in a simple way”

values
the foundation for our behaviour and company culture

values & beliefs
honesty
We feel strongly that it is wrong
when companies cheat and
misinform consumers.
We believe that every interaction we
have with our customers is part of
a much larger relationship. In order
for that relationship to have value
and continue to flourish, it must be
built on trust. This is why we have an
unshakeable commitment to being
straightforward, honest and completely
transparent with our consumers and
have firmly built it into our ethos.
We have many examples of this in our
company. One of the major ones is that
we allow customers to view online call
history so customers can see how we
are charging them. This transparency is
what builds trusts with our customers
by increasing our accountability
and reliability.
‘We say what we do and do what
we say.’
excellence
We believe that mediocrity is our
nemesis. Our company has been
dedicated to doing things better
and with more elegance than
our competitors. We strive for
excellence and aspire to perfection
in all that we do. We know that
every call is important to you and
has meaning, so we strive to
maintain a level of excellence and
clarity that exceeds expectations.
We believe our company doesn’t
exist just to make money, but to
make a difference in people’s lives.
This attitude has brought about a
high quality service which stands out
from the crowd and whose reputation
has spread like wildfire, leading it to
great success. We have even been
recognised by the Sunday Times
Tech Track in both 2011 and 2012 for
being one of the UK’s fastest growing
technology companies.
‘What matters to you, matters to us’
innovation
We exist in an industry that demands
innovation. It is only through this bold
innovation that we can achieve a better,
simpler solution for the communication
needs of our customers. If we stagnate,
we stop being relevant, become dull
and stop helping our customers.
Thankfully, we are a company of
problem solvers. We are bursting at
the seams with new ideas. We never
stagnate. Innovation is a passion
that burns deep inside and drives us
to create unique solutions that make
customers’ lives easier. Although we
create simple, easy to use solutions,
the process that it takes to create them
is anything but. Our team is made of
the brightest, most creative problem
solvers in the business, and they work
hard to create unique technologies that
stand out from the crowd.
You can see this in the development
of our in-house software that gives us
full control and allows us to offer the
convenient service we are famous for.
‘We may be small, but that doesn’t stop
us from thinking big.’
people
We see our competitors designing
solutions that aren’t built with the
consumer in mind, giving the frustrated
user no reason to come back. It is our
belief that the only way to be focused
on the customer is to be focused
on simplicity.
Our philosophy of innovating by
subtraction, removes unnecessary
processes until we are left with what’s
truly important. This then creates
powerful, flexible tools that are easy
for everyone to use. All elements that
don’t contribute to the clarification of
the service are superfluous and only
have a negative impact on the usability
of the service.
This mentality of simplification can be
seen though our brand voice, design,
language, as well as the products and
services we offer. Our pin less dialling
service, talk direct, for example, makes
the process of calling invisible, leaving
our consumers only with the memory
of what’s important, the connection
made, rather than the frustration of
the process, “oops, I missed a digit,
I’ll have to start again.”
This is what brings our customers back
time and time again.
‘Making the complex simple for
your convenience’
the company was founded in 2007 with
these values at its core
telecoms industry:
many offer & tariffs
technology industry:
jargon
complex taking advantage of situation
by cheating/misselling
mediocrity &
substandard solutions
stagnation caused
by lack of forward thinking
people focused honesty excellence innovation
brand voice,
plus simplicity in
products & services
offering call
history shows our
transparent nature
fast track
recognition in
2011 & 2012
inhouse
software
developed
foreigners:
1st language not english
proﬁts driven,
not passion drivenindustry norm
our competitors
our values
born
example in our
products/services
the journey to our values

how our values affect the user journey
technology
industry jargon
foreigners: 1st
language not english
telecoms industry
littered with
offers & tariffs
problem 2 problem 3problem 1
solution
1
solution
2
some companies take
advantage of the situation
& missell for ﬁnancial gain
simplecall cleans
up the mess by being:
• honest
• people focused
consumer:
• frustrated
• cheated
• uninspired
consumer:
• happy
• relaxed
• returns again & again
p/min
consumer uninspiered
by lack of innovation &
recieves substandard
service with hidden charges
add to this:
innovation
excellence

brand
core
before we get to the last pillar, let’s talk about brand core

brand positioning
We may not be Apple yet, but we have come
up with some great, small innovations, and
we aspire to make a huge breakthrough.
Although our prices are affordable, we are
not the cheapest and do not want to be
seen as an economy brand, so we aren’t
for everyone. our emphasis is on the quality
service we offer and convenience of our
effortless solutions.
We are aimed mainly at an audience that is
comfortable with the use of technology in their
everyday lives.
Our customers are made up largely of foreign
people living in the UK who need an affordable,
hassle free way to communicate with people in
their native country. These can be broken down
into several categories:
• Expats
• Extended stay visitors
• Immigrants
• Overseas students
Although each group is different, all of them
value the great service, simplicity and affordability
of simplecall.
They are driven largely by three things:
1. Family Values
Our customers tend to have very strong family
values, so staying in touch is very important to
them. That’s why our service is such a critical part
of our offering. Our customers need to be assured
that they can always reach the ones they love, no
matter what.
2. Convenience
The target market also has busy lives, so they
want to know that they are dealing with a company
that understands their specific needs. They want
to be able to communicate without too much effort
or wasting too much time. What’s more, many of
our customers are not native speakers of English,
so it is important to them that the process be as
straightforward as possible.
target market
simplecall business
Our business customers are made up of small
to medium sized national and international
enterprises. Our clients are those that have had
the drive, ambition and smarts to build their own
company from the ground up. They take business
very seriously and have no patience for anything
but the best, both in terms of product and
customer service.
3. Community
Since many of our customers are living away from
home, they often treat their community as their
extended family. We try to give our customers the
sense that they are welcome members of our own
little simplecall community, and that we truly care
about their problems and keeping them in touch
with their home countries.
They are Smart and Motivated:
Only someone who is smart and very motivated
would go outside their comfort zone by living in
another country. Most of our customers have
sacrificed the comforts of living with their own
language and culture to provide for their family,
further their career or further their education.
simplecall talk, simplecall lounge, simplecall mobile

identity & personality
If simplecall were a person,
who would it be?
By identifying a brand personality, we
create more consistent, meaningful
marketing. Knowing how the brand
personality might react in different
situations allows us to create a likeable
and fully formed persona for the brand,
helping to build trust with consumers
and make them part of our loyal
customer base.
overview:
simplecall is a young, intelligent,
professional mother of a small family.
Age range: 25-30.
Occupation: Full time working mum –
in a managerial role.
Shopping habits: She prioritises ‘value for money’
over lowest cost.
Dislikes: Dishonesty, disrespectful people, and poor
quality work or products.
hobbies:
Interested in different cultures & business.
Current affairs: She readily engages in
conversations, and, more importantly, speaks clearly
with knowledge of her subject.
Family: This is very important to her. She enjoys
taking care of others.
Yoga: She cares for herself as well as others; enjoys
the calm and sociable environment.
Wired magazine: She likes reading and keeping
abreast with technology.
Coaches youth sports: Engages in community work.
personality traits:
Honest: Her bank has over paid her, but she will
flag this with them instead of benefiting from
remaining silent.
Warm, friendly & welcoming: Her most noticeable
feature is her warm smile.
Socially responsible, active, playful and caring
Smart: Able to juggle many things in life -
family, work, and her community. She has witty
conversation with her friends and family and keeps
a positive outlook.
Forward thinking & comfortable with technology:
(especially when it makes her life easier) – She signs
up to eBills and direct debits.
Enthusiastic: She is known for being positive and
energetic around the office and among friends.
Professional & confident: She works full time and is
good at what she does.

brand architecture brand theme
simplecall is part of a larger family, simplegroup. All of the companies in the
family are tied together by a unifying philosophy:
• Make the complex simple
• Treat customers honestly
• Be passionate in everything we do
The underlying philosophy of simplegroup is the idea that we are not afraid of
complexity. We make the complex simple and therefore ‘complex is simple’ for
us. This not just a bold statement, but it is a lifestyle and belief that inspires,
motivates and demands attention.
This theme should be reflected in all parts of the branding, whether it is writing
copy, creating graphics, serving customers, managing accounts, managing
employees or designing new products.
may speak.
hans hofmann

voice
how we communicate in visual and verbal form

visual & verbal voice
when writting, speaking
or designing we are:
• simple & clear
• honest
• confident
• enthusiastic
• warm & open
Overall theme: a major component of the simplecall
philosophy is the idea that there is always a simpler
solution to complicated problems. This theme should
be reflected in all parts of the branding. Both the visual
elements and copy should emphasise the brand theme of
‘complex is simple.’ It is important when producing either
visuals or copy, that the theme is fully understood and that it
is made completely clear to the reader.
things to keep in mind when
designing across cultures:
Try to always keep the layout simple, uncluttered and straightforward. It
might be less fashionable, but it will help readability across different cultures.
The process of reduction is essential. Minimal form can have maximum impact.
However, we are not entirely minimalists. Designs should have enough warmth
to convey a company whose identity is a friendly young mother.
visual voice

abcdefghijklmnopqrstuvwxyz
Font edited to create bespoke typeface for simplecall
Final typeface for Large Scale logo
Original Quicksand (book) typeface
0.25 stroke applied, outlined & added to letter form to thicken typeface
distance height of ʻtʼ
TM - should be scaled in proportion to the larger typeface
Large Scale typeface in its proportion relative to the tagline
Font edited to create bespoke typeface for simplecall
Final typeface for Large Scale logo
TM - should be scaled in proportion to the larger typeface
Large Scale typeface in its proportion relative to the tagline
brandmark
parent brand
Bespoke Typeface Creation
Wordmark Relationship to Tagline

distance width of ʻsʼ
approx.heightisʻmʼx4
distance height of ʻoʼ
width of ʻeʼ x5
LandscapeLandscape
PrimaryPrimary
Brandmark Anatomy of Large Scale Logo
The simplecall Brandmark
Final Logo Lockup
Brandmark Composition
The simplecall brandmark consists of two
primary elements:
Symbol
The symbol portion of the brandmark was chosen
carefully. A standard quote mark (“) is used to
represent speech/communication. By inverting
one side of the quote mark, an “S” is created in
the negative space. The result is clever yet simple,
relating back to our brand identity, a smart and
intelligent mother.
Furthermore, the negative space is “embraced”
by the quote marks, reflecting the caring quality
of a mum.
Wordmark
The brandmark’s wordmark was given equal thought
and consideration as the symbol. It reflects both the
company’s services and the brand’s personality, and
has layers of meaning.
When broken down, you can see that the letters are
made up of the simplest shapes of geometric forms:
lines and circles.
These lines and circles can also be interpreted as
ones and zeros, which are represented in binary
code — the “language” of technology.
While the zeros are already curved, the lines’ edges
are further softened, suggesting the friendly and
approachable personality of the brand
Tagline
The ‘tagline’ lockup is a derivative of the ‘primary’
compositional logo that incorporates the ‘complex
is simple’ tag line text.

Final typeface for Reduced Size logo
TM - should be scaled in proportion to the main typeface
Final font for Reduced Size logo
additional offset
Reduced Size Version Brandmark Set
Wordmark Relationship to Tagline - Reduced Version
Reduced Size Version
In circumstances where the brandmark is to appear in areas that
are greatly restricted, a supplementary set of logos have been
created. These versions contain an additional weight on the
wordmark element for increased clarity.
NOTE: The Reduced Size version brandmarks should only be
used when the standard marks are deemed unsuitable.
Landscape Landscape
PrimaryPrimary
Brandmark Anatomy of Reduced Size Logo Final Logo Lockup

Landscape
Landscape: Reduced version
Primary Tagline
Exclusion Zones
It is important that a defined exclusion zone is
maintained around the brandmark to preserve
its clarity.
No type or graphical elements should intrude
within this area.
Primary/Tagline Brandmark
The exclusion zone is a space that can be easily
measured using elements of the brandmark itself,
instead of using mathematical accuracy. Simply
use the “m” in the wordmark to measure the correct
amount of exclusion space around all sides of the
primary logo.
Landscape Brandmark
If using the landscape style of the logo, you can
still use the “m” to measure the exclusion zone.
But please note that in the reduced size version,
the width of the “m” is used on the right side
accommodating for the extra space the larger TM
symbol has taken.
Protecting the Brand

BACKGROUND
TWO
COLOUR
FULL
COLOUR
BLACK
& WHITE REVERSED GREY REVERSEDREVERSED
REDUCEDSIZE
TAGLINENOTAGLINE
LARGESCALE
TAGLINENOTAGLINE
Brandmark Variations
Colour Variations
In situations where the full-colour versions of the
brandmark cannot be employed, this range of
single-colour variations is available for use.
Reflex-Reflex Highlight
For limited spot-colour print, vehicle decals and
signage that is restricted to specified coloured
vinyl stock.
Reflex-Reflex Highlight or Mid-grey
For limited spot-colour print.
Black
For facsimile transmissions or
single-colour newsprint.
White
For use on coloured backgrounds with a mid-to-dark
range tonal value.
Please Note: The table opposite shows colour and
layout samples only and should not be used as an
example of proper use of the brandmark with the
tagline at this scale.

Unacceptable
1
4
5
2
3
1
4
5
2
3
Correct
Minimum Size
Whenever applying the brandmark, it is important
that it remains identifiable and that it should never
be used below a tolerance that could compromise
its integrity.
Standard Brandmark Sizes
When applying the brandmark, always regard the
elements that are less tolerant to reduced scale
(such as the wordmark or the tag line) as a guide
to assessing when a logo is acceptable.
The version on the left is at a size
where the tagline becomes too small
to read. The version without the tagline
should be used in this case.
The brandmark on the left in this case
is the Large Scale version, which
appears thicker and should only be
used in larger sizes. The version on
the right is the proper Reduced Size
brandmark, and is the one that should
be used at this size.
The same goes for using the Reduced
Size version in a larger size; this
version should be used in smaller
sizes only.
This brandmark lockup has been
changed. Do not change the lockup.
The final two samples show how the
brandmark becomes distorted if it is
stretched in either direction. Always
place the elements of the brandmark in
the correct space and proportion.

Primary Reduced size
subsidiary branding
The simplecall brandmark was designed to expand into sub-brands
indefinitely. These four sub-brands are consistent yet unique.
Brandmark Anatomy of Sub-Brands Final Logo Lockup

BACKGROUND
TWO
COLOUR
LARGESCALEREDUCEDSIZE
FULL
COLOUR
BLACK
& WHITE REVERSED GREY REVERSEDREVERSED
Protecting the Sub-Brand:
Exclusion zone
Brandmark Variations Sub-Brand Verticals
All existing and future sub-brands will be
attributed to one of four main areas:
Turquoise
To represent the more traditional products
and services in the domestic sector market.
Green
For high street simplecall lounge outlets and
other potential facilities that actively encourage
social activity.
Red
Software-based communications solutions
for the business sector.
Purple
For retail based telecoms.
White and black
For circumstances where it is not possible to apply
the full-colour versions (i.e. flood colour areas on
literature and facsimile lead sheets).
Exclusion Zones
The safe area around the sub-brand
logos is defined by the height of the
‘m’ top and bottom and the width
of the ‘m’ on either side. No type or
graphical elements should intrude
within this area.
NOTE: The reduced size version logos
should only be used when the standard
marks are deemed unsuitable for use.

negative ʻsʼ should always remain consistent with simplecallʼs negative ʻsʼ
everything that follows is centered
distance width of ʻoʼ x2
Primary
Landscape Landscape
Reduced size
Primary
Landscape Landscape
Reduced size
other parent brands
When creating the brandmarks for other brands,
the negative “S” shape remains consistently placed
in relation to the other elements of the mark and
to scale. For example, if you were to place the
simplecall brandmark on top of the simpletravel
mark, the negative space that creates the “S” will
line up exactly.
To create this consistency, designers should use
grid lines from the simplecall logo as a guide. This
ensures that the negative “S” is to scale and the
type is consistent.

distance width of ʻsʼ distance width of ʻsʼ
Primary
Landscape Landscape
Reduced size Primary
Landscape Landscape
Reduced size

Primary
Landscape Landscape
Reduced size
distance width of ʻsʼ distance width of ʻsʼ
Primary
Landscape Landscape
Reduced size

dark grey
CMYK 0• 0• 0• 90
RGB 65• 64• 66
HEX #414042
mid-grey
dark-grey
mid grey
CMYK 0• 0• 0• 50
RGB 147•149•152
HEX #939598
reflex
reflex
CMYK 100•75• 0• 0
RGB 0• 84•166
HEX #0054A6
reflex highlight
CMYK 100• 0• 0• 0
RGB 0•174• 239
HEX #00AEEF
raspberry
CMYK 30•100• 0• 0
RGB 180• 30•142
HEX #B41E8E
raspberry highlight
CMYK 0•100• 0• 0
RGB 236• 0•140
HEX #EC008C
raspberry
raspberry
highlight
tangerine
CMYK 0• 65•100• 0
RGB 244•121• 32
HEX #F47920
tangerine highlight
CMYK 0• 35•100• 0
RGB 252•175• 23
HEX #FCAF17
tangerine
tangerine
highlight
reflex
highlight
forest
CMYK 80•10•100• 20
RGB 33•138• 61
HEX #218A3D
forrest highlight
CMYK 50•10•100•10
RGB 130•167• 56
HEX #82A738
reflex 2nd highlight
CMYK 60• 0• 0• 0
RGB 68• 200• 245
HEX #44C8F5
raspberry 2nd highlight
CMYK 0• 60• 0• 0
RGB 242•135•183
HEX #F287B7
tangerine 2nd highlight
CMYK 0•15• 40• 0
RGB 255• 218•162
HEX #FFDAA2
forrest 2nd highlight
CMYK 30• 0•100•0
RGB 191• 215• 48
HEX #BFD730
forrest
forrest
highlight
raspberry
secondary
highlight
tangerine
secondary
highlight
reflex
secondary
highlight
forrest
secondary
highlight
ocean
ocean
highlight
ocean
CMYK 71• 0• 55• 0
RGB 54•186•149
HEX #36BA95
ocean highlight
CMYK 58• 0• 41• 0
RGB 104•197•173
HEX #68C5AD
plum
plum
CMYK 70•100•10• 0
RGB 113• 44•134
HEX #712C86
plum
highlight
plum highlight
CMYK 35• 75• 10• 0
RGB 172• 94•153
HEX #AC5E99
apple
highlight
apple
apple
CMYK 50•10•100•10
RGB 130•167• 56
HEX #82A738
apple highlight
CMYK 30• 0•100• 0
RGB 191• 251• 48
HEX #BFD730
strawberry
strawberry
highlight
strawberry
CMYK 0•100•100• 25
RGB 186• 20• 26
HEX #BA141A
strawberry highlight
CMYK 0• 65•100• 0
RGB 244•121• 32
HEX #F47920
Colour Values
These swatches contain references for all of the
core colours to be reproduced for print, web and
other on-screen applications.
In instances where none of these colour systems are
considered primary reference (i.e. vehicle decals,
signage, embroidery, screen printing), it is advised
that a colour print proof of the CMYK and Pantone®
swatches is created to enable a cross-reference.
NOTE: Avoid using specified Pantone® colours
in gradients that use multiple swatch references.
These tend to create undesired mid-merge effects.
colour
parent-brand colours sub-brand colours
additional colours

typography
AaABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
0123456789
(?!@&£$:;.,)
AaABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
0123456789
(?!@&£$:;.,)
AaABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
0123456789
(?!@&£$:;.,)
AaABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
0123456789
(?!@&£$:;.,)
VAG rounded - thin
For pull-out phrases, introductory
paragraphs and quotations.
VAG rounded - bold
For third-level sub headers.
(to be used sparingly)
VAG rounded - black
For highlighting type in body copy.
(to be used sparingly)
helvetica - bold (print)
For secondary-level sub headers
and highlighted body text.
arial - bold (screen)
For secondary-level sub headers,
highlighted body copy and to replace
key typographical elements where
VAG Rounded cannot be embedded.
VAG rounded - light
For key promotional text and headers
that require maximum prominence.
helvetica (print)
For body copy and footnotes.
arial (screen)
For body copy, footnotes and
to replace key typographical
elements where VAG Rounded
cannot be embedded.
AaABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
0123456789
(?!@&£$:;.,)
AaABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
0123456789
(?!@&£$:;.,)
AaABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
0123456789
(?!@&£$:;.,)
AaABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
0123456789
(?!@&£$:;.,)

imagery
Photographic images only should be used to create these depictions of
“complex is simple”. The images should be desaturated (black and white)
while colour is used in one of the following ways elsewhere in the creative:
• the “S” shaped split—showing both complex and simple imagery
• selective element colouring—using only simple imagery
• line illustration—2 colours used from the colour palette
introducing simpletravel...
...the expert, one-stop travel service from simplecall
(0) 203 570 0200, info@simpletravels.co.uk
www.simpletravels.co.uk
Now booking low-cost flights to:
• Bangladesh
• Pakistan
• India
• Middle East
• Europe & more
Book your next journey at the simpletravel offices in East London
We also provide global door-to-door cargo service!
Unit A, 4-6 Davenant Street, London E1 5NB
BCA Magazine ad.indd 1 08/11/2012 18:17:32
Primary
Landscape Landscape
Reduced size
Primary
Landscape Landscape
Reduced size
Landscape Landscape
PrimaryPrimary

2012201120102009
illustration style iconography
In standard information documents that require a
graphical element, use simple icons. They should
be outlined with no sharp corners, incorporating the
absolute minimum of detail required for recognition.
Line drawings with minimum detail are the
illustration style. Fill colours should be used
sparingly. A consistent line weight should be
strived for and sharp corners should be avoided.
This also applies to diagrams and charts.
Lines should have rounded ends
2012201120102009

collateral
stationery
Dear Sir,
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et everferum utendis eaquiatatem hillupis in none prae vellest arum enis dolent est, ut volorum,
sin rem inisit omnis quiasin poris nimet quis delitiatet volenimetur repudae velliquas quiam adi
nistia con ne omnihicipsam nest ea conseque poratia volorro tent ad eliquod que volorrum
latenimi, que ni dolorestis is arum quunt, ulpa inctaepudit, andebiscit utatusda cus, endiciam
que prem. Solupti onsequis et arum faccum rehenis arum voluptatque et dolorec tassit labore
volupta tumquam quias nonsendel enitat eum qui inusam fugiaer ovidebit lati omnisciis
dunt am nus, vitam et aborerum, ut od molum fugiante voluptatque nos consequiam tassit
labore tassit labore voluptibus.
Nam, core corat amus recti totatis esti solecae lanis sint volorion exernatem intinct ecabori
oratur as molorernam quam, conesciet endi re nos volorior asperovid ut quam, optae corem
quat deligni magnis nis quiscientem doluptaque porum re raturiam adi omnis restiis aceprest,
explit, tem voluptumet possini sam debitaecum res ilia consenturem dolla qui occus.
Equatus totate pore sus perro omnis accusam quid quibernam, volore et in niaspelique
voloribus mi, occae eum faccullorror sit aliquodi velita est, tescium etur ma est, aut velia
parumqui doluptati quia sita sitam doluptat.
Naufal Zamir
Managing Director
simplecall.com
4-6 Davenant Street,
London, E1 5NB,
United Kingdom.
t +44 (0) 203 051 2928
f +44 (0) 207 691 7719
e info@simplecall.com
simpletransfer.cosimpletravel.cosimple-trust.org
SC corporate identity.indd 1 05/11/2012 15:25:11
Dear Sir,
Naufal Zamir
Managing Director
London, E1 5NB,
United Kingdom.
t 0203 570 0200
f 0207 691 7719
e info@simpletravel.co
simpletravel.co transfer.simplecall.comsimplecall.comsimple-trust.org
STL corporate identity recomended design.indd 1 05/11/2012 15:26:10SC corporate identity.indd 2 05/11/2012 15:25:12 STL corporate identity recomended design.indd 2 05/11/2012 15:26:11
London, E1 5NB,
United Kingdom.
t +44 (0) 203 051 2928
f +44 (0) 207 691 7719
e info@simplecall.com
simplecall.com simpletransfer.cosimpletravel.cosimple-trust.org
London, E1 5NB,
United Kingdom.
t 0203 570 0200
f 0207 691 7719
e info@simpletravel.co
simpletravel.co transfer.simplecall.comsimplecall.comsimple-trust.org
STL corporate identity recomended design.indd 3 05/11/2012 15:26:11SC corporate identity.indd 4 05/11/2012 15:25:12 STL corporate identity recomended design.indd 4 05/11/2012 15:26:11
4-6 Davenant Street, London, E1 5NB, UK.
managing director
Naufal Zamir
simplecall.com
t +44 (0) 203 570 0001
e naufal.zamir@simplecall.com
m +44 (0) 793 239 1736
director
moin ahmed
simpletravel.co
t 0203 570 0200
e moin.ahmed@simpletravel.co
m 0793 056 2752
STL corporate identity recomended design.indd 5 05/11/2012 15:26:12
simpletransfer.co
simpletravel.co
simple-trust.org
simpletransfer.co
simplecall.com
simple-trust.org
simpletransfer.co
simplecall.com
simple-trust.org
simpletravel.co
simpletransfer.co
simplecall.com
simple-trust.org
simpletravel.co
Please Note: There are two design
options for business cards. Once
a design is chosen for each brand/
sub-brand, it should be used
consistently thereafter.

Dear Sir,
Naufal Zamir
Managing Director
simpletransfer.co simplecall.comsimpletravel.cosimple-trust.org
London, E1 5NB,
United Kingdom.
t +44 (0) 203 051 2928
f +44 (0) 207 691 7719
e info@simpletransfer.co
STF corporate identity.indd 1 05/11/2012 15:26:52 STF corporate identity.indd 2 05/11/2012 15:26:52
London, E1 5NB,
United Kingdom.
t +44 (0) 203 051 2928
f +44 (0) 207 691 7719
e info@simpletransfer.co
simplecall.comsimpletravel.cosimple-trust.orgsimpletransfer.co
STF corporate identity.indd 3 05/11/2012 15:26:53 STF corporate identity.indd 4 05/11/2012 15:26:53
managing director
Naufal Zamir
simpletransfer.co
t +44 (0) 203 570 0001
e naufal.zamir@simpletransfer.co
m +44 (0) 793 239 1736
STF corporate identity.indd 5 05/11/2012 15:26:53
simplecall.com
simpletravel.co
simple-trust.org
simpletransfer.co
simplecall.com
simple-trust.org
simpletravel.co
Dear Sir,
Naufal Zamir
Managing Director
simple-trust.org
London, E1 5NB,
United Kingdom.
t +44 (0) 203 051 2928
f +44 (0) 207 691 7719
e info@simple-trust.org
simplecall.comsimpletravel.cosimpletransfer.co
STT corporate identity.indd 1 05/11/2012 15:26:30 STT corporate identity.indd 2 05/11/2012 15:26:30
London, E1 5NB,
United Kingdom.
t +44 (0) 203 051 2928
f +44 (0) 207 691 7719
e info@simple-trust.org
simplecall.comsimpletravel.cosimpletransfer.cosimple-trust.org
STT corporate identity.indd 3 05/11/2012 15:26:31 STT corporate identity.indd 4 05/11/2012 15:26:31
managing director
Naufal Zamir
simple-trust.org
t +44 (0) 203 570 0001
e naufal.zamir@simple-trust.org
m +44 (0) 793 239 1736
STT corporate identity.indd 5 05/11/2012 15:26:31
simpletransfer.co
simplecall.com
simpletravel.co
simpletransfer.co simple-trust.org
simplecall.com simpletravel.co
stationery continued

stationery continued
The envelop design is a follow through of the identity
of the parent brand. Sub-brand envelop design
should follow their own brand identities.

website
Parent Brand
This is a sample animated welcome screen for
simplecall website visitors. The complicated pattern
slides together from the top and the bottom to meet
in the middle, creating the message “complex is
simple.” This mock-up demonstrates how designers
can create an on-brand experience for visitors.
http://www.simplecall.com
Designers should also note the use of rounded
edges and curves on this page, which are used
in simplecall branding to reflect the gentleness
and warmth of the brand.
The opposite page shows a sample of the homepage
which echoes the visual voice of simplecall by
using two different images of similar items: one to
depict a complex version, and one that is its simpler
counterpart. By juxtaposing these images closely
and separating them with the signature “S” shape,
the viewer can quickly assess the role simplecall
plays in making the complex simple.

contact usabout our values
our values are an integral part of the character of
simplecall, they describe the way we work and are
at the forefront of our mind in everything we do.
We feel strongly that it is wrong
when companies cheat and
misinform consumers.
We believe that every interaction
we have with our customers is
part of a much larger
relationship. In order for that
relationship to have value and
continue to flourish, it must be
built on trust. This is why we
have an unshakeable
commitment to being
straightforward, honest and
completely transparent with our
consumers and have firmly built
it into our ethos.
‘we say what we do
and do what we say.’
We believe that mediocrity is our
nemesis. Our company has been
dedicated to doing things better
and with more elegance than our
competitors. We strive for
excellence and aspire to
perfection in all that we do. We
know that every call is important
to you and has meaning, so we
strive to maintain a level of
excellence and clarity that
exceeds expectations.
‘what matters to
you, matters to us’
We exist in an industry that
demands innovation. It is only
through this bold innovation that
we can achieve a better, simpler
solution for the communication
needs of our customers. If we
stagnate, we stop being relevant,
become dull and stop helping
our customers.
Thankfully, we are a company of
problem solvers. We are bursting
at the seams with new ideas.
We never stagnate. Innovation
is a passion that burns deep
inside and drives us to create
unique solutions that make
customers’ lives easier.
‘we may be small,
but we think big.’
We see our competitors
designing solutions that aren’t
built with the consumer in mind,
giving the frustrated user no
reason to come back. It is our
belief that the only way to be
focused on the customer is to
be focused on simplicity.
Our philosophy of innovating
by subtraction, removes
unnecessary processes until
we are left with what’s truly
important. This then creates
powerful, flexible tools that are
easy for everyone to use.
‘making the complex simple
for your convenience’
excellence innovation peoplehonesty
Oversized & Simple Elements
This sample page illustrates the use of
oversized elements such as headers,
buttons and text, which underpin our
simplicity as they create a clean look
and are easy to see/read.
The icons on the top right are
further examples of keeping a clean
experience for the user because they
are simple visible references that
expand when the user hovers the
mouse, revealing name of the sub
brand. When clicked these take the
user to the sub-brand website.
Speech Bubble Graphic
The sample also uses the graphic
element of the speech bubble,
which represents communication, a
cornerstone of simplecall’s services.
Always use this element in this shape
and proportion, and use sparingly to
create impact as needed.
4-6 Davenant Street
London, E1 5NB
United Kingdom
0800 008 7437
info@simplecall.com
Contact Us
by telephone
by email
by post
fildgate st
davenantst
fildgate st
hanbury st
hanbury st
bradyarts &
community
centre
kingward
house
bloomfield
house
greatrexst
sprlmanst
wodeham gardens
mt terrace
romfordst
myrdlest
parfettst
settlesst
tower
house
simplecall
whitechapel
technology
centre
find location
Designers should strictly adhere
to the brand’s colour palette and
use bespoke graphic elements. For
example, a custom map was created
and used on this page instead of
embedding a Google map. The map
can still link to a Google map page, but
while visitors are on the simplecall site,
the experience should be consistent.

Sub Brand
This is an example of simplified usability. A ‘one
action per page’ site is user friendly and in line with
our uncomplicated ethos. This is one proposed
example; advice from a usability expert should
be sought.
All sub-brands should follow the same design
template for recognition and consistency.
http://www.simplecalltalk.com
let’s get started
navigation navigation navigation navigation
http://www.simplecallmobile.com
http://www.simplecallbusiness.com
http://www.simplecalllounge.com

email
dear customer
Jan 2013To view this email online click here
please check!
your scheduled auto
top up has not been received
We were unable to process your scheduled auto top up and therefore, your balance
has not been topped up. You can sign in to your account to view your topup settings
including your saved card details, or contact Customer Support on
support@simplecall.com or call us on:
Australia
Canada
European Union
United Kingdom
United States
You received this because your SimpleCall account information indicates that you want to receive
emails regarding our products and services - Unsubscribe here to stop receiving these mails.
SimpleCall values your privacy: Click here to read our Privacy Policy. This email has been sent by
SimpleCall a division of Zamir Telecom Limited, Company Registration Number 05286517. Our
registered office is 4-6 Davenant Street, London E1 5NB, UK.
—The simplecall Team
+ 61 280 147 232
+ 1 416 800 1261
click here
+ 44 (0) 203 0512 928
+ 1 678 791 4185
Notifications
Email notifications containing promotions or account
information should use this template. The oversized
speech bubble graphic is fixed in placement and
size, while the text and graphics (not photos) within
can be customised to the intended message. This
sample follows the colour palette as well, and the
copy is straightforward and uncomplicated.
Jan 2013To view this email online click here
You received this because your simplecall talk account information indicates that you want to receive emails regarding our products and services - Unsubscribe here to
stop receiving these mails. simplecall values your privacy: Click here to read our Privacy Policy. This email has been sent by simplecall a division of Zamir Telecom
Limited, Company Registration Number 05286517. Our registered office is 4-6 Davenant Street, London E1 5NB, UK.
The underlying philosophy of simplecall is the idea that we are not afraid of
complexity. We make the complex simple and therefore ‘complex is simple’
for us. This not just a bold statement, but it is a lifestyle and belief that inspires,
motivates and demands attention.
emergency top up
our sister companies
Did you know we offer a free
emergency top up service?
Simply call Customer Service
to request a £1 credit for your
account. The £1 credit will be
adjusted on your next top up.
Lorem ipsum dolor sit amet,
consectetur adipiscing elit.
Suspendisse vitae anteenatis
ante convallis dictum sed sed
nisi. Proin ultrices bibendum
orci, nec hendrerit esttateget.
Donec interdum nisl sit amet
dui consequat tinciduntucibus
consequat tincidunt faucibu.
kit out your entire office with a trip to lounge
Did you know you can kit out your entire business or home office with one
trip to simplecall lounge? It’s your one-stop-shop for office supplies —
from binders to printer cartridges, laptops to copier toner. And right now,
students get special pricing on hard binding of all course work! While
you’re shopping, take notice that simplecall mobile SIMS are discounted,
so you can make even more affordable national and international calls
from your own mobile. Visit lounge in East Ham or call 0203 5700 111
for more information.
have your friends joined the party?
Visit our Facebook Fan page to watch our special new video. And why not
share it with your friends, too? Give your pals the chance to join the party
at simplecall talk, so they can enjoy cheap international calls from the UK
to more than 200 countries around the world!
Don’t forget to “like” us while you’re there, so you’ll be sure to get all the
latest news and updates, including launch dates of simple connect, Auto
Top Up and the new and improved simplecall talk app!
simplecall for the entrepreneur
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse vitae
ante venenatis ante convallis dictum sed sed nisi. Proin ultrices bibendum
orci, nec hendrerit est vulputate eget. Donec interdum nisl sit amet dui
consequat tincidunt faucibus sapien aliquam. Suspendisse auctor ulputate
neque eget dictum. Nullam fringilla ullamcorper vestibulum. Curabiturtique
neque vel magna hendrerit non fermentum nisi egestas. Curabitur varius
dolor rhoncus nunc sodales et tincidunt enim tincidunt sodales interdum.
It’s all about MORE in 2013! We understand how important is it for
customers to get MORE for their money, so we are giving even MORE
FREE credits than ever before on tops ups! We have also introduced
over 35 MORE countries from 1p/min, and we still offer one of the best
UK call rates to mobile and fixed lines — starting at just 5p/min. That’s not
all: you asked and we listened — from the 1st of February, we’ll introduce a
brand-new inclusive minutes + SMS deal to allow friends and family to talk
and text each other for FREE.
more countries, more savings with mobile
complex
is simple!
find out how >
Enewsletters
The enewsletter template utilises the speech
bubble element as well, but the images inside
should be photographs. The remaining message
area should contain illustration elements as needed.
The triangle-shaped button beneath the bubble
leads to the branded website, and note the graphic
itself adheres to the curved edges rule.

mobile app
When creating mobile apps, adhere to the oversized
graphics rule for ease-of-use and simplicity. More
information is obtained once the user has selected
the option.

brochure
1
simple is effortless
when you know how
annual report 2012
layout drafts.indd 1 12/12/2012 12:12:32
3
simplecall your life made easy
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simple solutions to
complex problems
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volut ut erro occum quam cus ipsa quam, et ut ratati
volut que sanduciis dolorersped es ra commodis
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quam evel explaccum qui sinveria iniscipitae. Unt
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voluptur rest esequo omnihilis enima nobis aces
et eictat ex explatem aligenima siminci mendes
exercium coribusamus aut eos erferesectis
magnihitae. As re, con excerum eos dolescias
eumque repuda eum, optio bea inis et accus.
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que eos eum digenie ndebit, ut ut maionse
nonsequiani ullorum simincta ni rem hari atur,
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occullo rempore, quo omnis nosa diam ratur sim
nullibe aquamus cipsum eossequi cullabo. Ulpa
acidellorum, temolupitem. Itas nonet, con prem
doluptat qui delest aut im acerspera vellorem
exernatio tem quam repelenda volorer ibusantione
volecus mi, sit evenditi odissi dolupta spediae pa es
erspis magnis inciis sunt que que vel modi autem
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mollaborerio officat ectibus ute poreped maiost
dolor samenderum ipitibust esequi sim imolupt
layout drafts.indd 2-3 12/12/2012 12:13:48
5
simplecall your life made easy
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nonsequiani ullorum simincta ni rem hari atur,
nimilicatur? Quiam am ex et odionet ma cus etur,
occullo rempore, quo omnis nosa diam ratur sim
nullibe aquamus cipsum eossequi cullabo. Ulpa
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ditincipsum estem fugiatur, simus aut adior
mollaborerio officat ectibus ute poreped maiost
dolor samenderum ipitibust esequi sim imolupt
simple is effortless
when you know how
exceat.
exceat.
layout drafts.indd 4-5 12/12/2012 12:15:00
Parent Brand
The sample brochure shows the layout, which
is clean and uncluttered. Images used must be
photographs as a foundation (adhering to photo
guidelines), and illustrations may be used for graphs
and charts (adhering to illustration guidelines).

simplcecall mobile sim card
C
M
Y
CM
MY
CY
CMY
K
mobile sim.pdf 1 05/12/2012 10:30:27 powerpoint
Together we are STRONGER
Naufal Zamir
simplecalltalk.com
simplecalltalk.com
Getting to the point
• Human behaviour
• Businessmen are strange
• Recession? What recession?
• The knowledge cycle
• ‘What’ against ‘how’

When creating retail or office
spaces, the following guidelines
should be upheld.
The base layer is white, creating
a clean, simple backdrop.
Use associated brand colours
in accent pieces such as carpet,
furniture and accessories. The
resulting look should feel:
• Sharp
• Clean
• Modern
• Fresh
Custom Furniture
When ordering custom furniture
such as desks or light fixtures, the
manufacturer should be given the
measurement of 20cm with which to
create any curved features. Suppliers
should be used consistently so that
all items used to outfit the space have
uniform look and quality.
Materials
Materials such as Perspex are used
because they can be both vibrant and
see-through, keeping with the brand
value of honesty and transparency.
interiors

merchandise
MugsT-shirts
When choosing promotional items
to brand with simplecall messaging,
whenever possible select items or
versions of items that adhere to
the brand. The mug pictured has
exaggerated curve features to match
the soft lines of the brandmark. The
mug itself can be associated with
warmth, another important brand trait.
Designs for items such as T-shirts
should make use of the brandmark in
abstract or intriguing ways. In the first
sample, the brandmark is zoomed into,
making it more stylish and therefore
more likely to be worn.
The “statement shirt” uses an
attention-getting yet subtle message
that will invite others to ask the
wearer about its meaning, opening up
discussion about simplecall.
simple is beautiful complex is simple straight talk
never complicated

verbal voice guidelines
The brand voice should always be straightforward, free of jargon and excessive
corporate speak and should use uncomplicated sentence structure.
written style:
Simplecall, wherever written, should be in lowercase and bold eg: simplecall.
The same applies to sub brands such as simplecall business.
customer focus:
The copy should always be written with the customer’s perspective in mind,
showing how simplecall will make their lives easier and worry free.
feelings:
Emotive language used by using descriptive words that will help engage
customers and achieve user focus.
Customers should feel: That they are in good hands, taken care of, relaxed.
Confident that simplecall is an honest brand and will be there when they are
needed.
How we feel: excited, eager, bubbling with ideas, can-do positive attitude,
ready to innovate.
verbal voice
copy guidelines set 1:
simplecall talk, simplecall mobile, simplecall lounge
Voice Summary:
The voice of simplecall is that of a young, warm, and confident professional
mother. She is very knowledgeable, but speaks in a simple, understandable
way, free of acronyms and technical jargon. She has a playful personality
and her vocabulary can be colourful. She is not afraid to use colloquialism,
but, being educated and tasteful, rarely uses slang. People are important to
her, so she always speaks in a concerned and helpful way, making sure the
customer feels at ease and that simplecall really cares about helping them
solve their problems.
Throughout the copy, the writer should be mindful of simplecall’s complex is
simple theme and use descriptive words that emphasise the simplicity of the
simplecall approach.
The above examples convey the same information, but the first shows friendly
personality, helpfulness and understanding about the needs of the target
audience. It also reinforces the complex is simple theme.
Like this:
Keep in touch and stay free from stress with
simplecall. Here, we understand that staying
connected to your loved ones should never be
difficult. That’s why we offer a variety of calling
options matched to your unique needs. So feel
free to connect, effortlessly.
Not like this:
We have many options for calling out of country.
Each one has advantages. All of them are cheap
and easy.

Voice Words & Phrases:
Copy writers can use these words or
phrases in the copy to reinforce the
brand or theme when stuck for ideas.
For Brand in General:
• Simple.
• Family.
• Helping you.
• Together.
• Keep in touch.
• Convenience.
• Stay connected.
• Cost effective.
• Friends and family.
• Importance of staying connected.
• Fully covered.
• We care.
• Hold onto family.
• Connect to kin.
• Your network, connected.
• Simplified
• To the point
• Straight forward
• Clutter free
• Effortless
• Worry-free
• Convenient
• Helping you
• Simple is beautiful.
• Love is never complicated.
• Call effortlessly with simplecall.
• Take complexity out of the equation.
• Straight talk, never complicated.
• Connect with family, friends,
associates, effortlessly.
• Connecting to loved ones
should never be complicated.
• Because keeping in touch with loved
ones should never be complicated.
• Always connected. Always simple.
• Simple solutions are
friendly solutions.
• Call effortlessly.
• Effortless communication for
your whole family.
• Removing the unnecessary leaves
us with what’s truly important
• The process of reduction…
• Services deconstructed to their
essential form
• Elements that don’t contribute
to the clarification of the service
are superfluous
Specific to Theme:
helping you.

Verbal Style Guide:
Tone
Provides the general feel of the writing. Gives the reader a sense of
the intention and feelings of the voice:
Friendly, Educated, Enthusiastic, Caring
The first sentence shows a distinct personality and makes the reader feel
comfortable. The second sentence does not give a sense that simplecall is
eager to provide more information and help customers with their problems.
Like this:
We’d like to extend a warm welcome to you from
the simplecall family. Our organisation is founded
on the principles of honesty, fantastic products
and, above all, simplicity, so that you can connect
to those you love without worrying.
Not this:
Thank you for joining simplecall, the cheapest
and simplest way to make international calls.
Language
The word choice and grammar of the voice. Gives the reader a sense of the
voice’s education, professionalism and aids in conveying the tone:
Simple, Casual, Descriptive, Honest, Tasteful
The first sentence doesn’t use any jargon or technical language and lays out
the information in a friendly, customer focused way. The second sentence is
less clear and focuses too much on the technical details of what customer
service will do.
Like this:
At simplecall, we have a support team with the
efficiency to get the job done right. Our services
include a 24/7 live call centre and on-site help,
so you’ll never have to worry about something
going wrong.
Not this:
If there is some kind of problem with our
equipment then one of our technicians will
troubleshoot the problem and run diagnostics,
if it is required.

Descriptive Language:
To clarify and show the playful side of the voice as well as elicit an emotional
response from the reader, descriptive words, metaphors and similes should be
used whenever appropriate.
Descriptions and metaphors don’t always have to be specific to the ‘complex
is simple’ theme, but can be used wherever possible, as long as they are
appropriate to the point being made. Potential customers must be able to fully
understand and relate to them.
All descriptive words, scenarios and metaphors should be as original as
possible, avoiding clichés.
The first three examples use relevant descriptions and metaphors which
reinforce the simplecall values being expressed in the sentence. The simile
used in the fourth sentence is too specific and is not really appropriate, as this
particular example should be about efficiency rather than honesty and talent.
Metaphors should be subtle, and their use should not take centre stage, as in
the last example. The use of descriptions are there for clarity, however in the last
example the sentence loses its meaning, and gives off an unprofessional image
of the company.
Like this:
1. Simplifying complicated equations
2. We want our customers to feel like they
have just checked in to a 5 star resort —
knowing everything will be taken care of
and any bumps along the way will be
addressed quickly and with a smile.
3. Our customer service department works
like a swat team to meet your needs
Not this:
1. We have a support team like Gandhi with
honesty and talent enough to get the job
done right.
2. We want our customers to feel taken care
of. In fact, many customers have joked
that we are more akin to a spa than a
telecom company
Purpose
The reason the voice is ‘speaking’. If every sentence doesn’t do these three
things, then they aren’t written correctly:
Engage, Help, Inform
The first sentence engages with customers by appealing to their sense of family
and showing how simplecall helps them keep in touch. The second sentence
provides the basic information, but is very uninteresting and has no personality.
Like this:
Call out of country hassle free with our
pinless dialling system. Whether connecting
with our brother, cousin, or children, you can
rest assured that simplecall will keep you in
touch at a reasonable rate.
Not this:
You can make calls to 100 different countries
using our low rate pinless dialling system. It’s
cheap and easy.

cost effective
many/numerous
assist
simple
features
standard
get
cheap
a lot
help out
easy
stuff
paradigm
obtain
Word Choice
formal
serious
technical language
detached
professional
tasteful
wordy
chatty
humorous
laymen’s terms
warm
casual
unrefined
concise
X
X
X
X
X
X
X
Scale

copy guidelines set 2:
simplecall business
Voice Summary:
The voice for simplecall business is very similar to that of the other simplecall
brands, but more formal and more professional. It is that of the same confident,
funny mother, but since she is speaking to an audience of professionals, her
tone is somewhat less chatty and less concerned with relating on an emotional
level. Her language is tasteful, articulate, straightforward and honest. She still
maintains her friendly attitude, but uses no slang and minimal colloquialisms in
the professional environment. She uses slightly more technical language here
than with the other brands, but still maintains simple, understandable speech.
Throughout the copy, the writer should be mindful of simplecall’s complex is
simple theme and use descriptive words that emphasise the simplicity of
their approach.
Quick Reference:
Change in tone: professional, formal, less emotive
Change in language: tasteful, articulate, straightforward and honest
The second sentence uses slang and informal diction. The first sentence
correctly keeps things friendly and not excessively formal, while still maintaining
a professional tone. It also emphasises how simplecall offers an easy solution.
Like this:
Our solution is a complete communications
system. We make use of the equipment you
already have on site, providing all the features
you require in one complete and cost effective
package, so you can stop worrying about
telecommunications and have the peace
of mind to focus on your business.
Not like this:
simplecall makes the best communication system
you can get. We use all the stuff you already have
and give you all the features you need to make
things easy and cheap.
Voice Words & Phrases:
Copy writers can use these words or phrases in the copy to reinforce the brand
or theme when stuck for ideas.
For Brand in General:
• Simple.
• Effortless.
• Connect.
• Support.
• Communicate.
• Fully supported.
• Relax.
• Worry free.
• Stay connected.
• Call.
• Elegant solution.
• Cost effective.
• Connect simply.
• Complete solution.
• Efficient.
• Improve efficiency.
• Unify.
• Network.
• Simplified
• To the point
• Straight forward
• Clutter free
• Effortless
• Worry-free
• Convenient
• Helping you
• Simple is beautiful.
• Connect effortlessly with
simplecall business.
• Take complexity out of the equation.
• Straight talk, never complicated.
• Connect with
• Connecting your business should
never be complicated.
• Because connection should never
be complicated.
• Always connected. Always simple.
• Simple solutions are the
best solutions.
• Call effortlessly.
• Effortless communication for
your business.
• The most elegant solution
is always the simplest.
• Innovating by subtraction.
• Connect with
• Convenient communication.
• Removing the unnecessary leaves
us with what’s truly important.
• The process of reduction…
• Services deconstructed to
their essential form.
• Elements that don’t contribute
to the clarification of the service
are superfluous.
Specific to Theme:

Verbal Style Guide:
Tone
Provides the general feel of the writing. Gives the reader a sense of
the intention and feelings of the voice:
Friendly, Confident, Helpful, Enthusiastic
The first sentence shows how simplecall can help the customer and presents
the information in an engaging and friendly way. The second sentence presents
the information in a dull and informal way, not at all the way an educated mother
would speak in a professional setting.
Like this:
At simplecall, our goal is to take the complication
out of business communication, so you can focus
on running your company.
Not this:
We have a lot of services that are easy to use
for your business.
Language
The word choice and grammar of the voice. Gives the reader a sense of
the voice’s education, professionalism and aids in conveying the tone:
Straightforward, Honest, Tasteful, Professional
The first sentence is professional, while still maintaining a friendly
and informative tone.
The second sentence is too vague and informal.
Like this:
simplecall provides the most comprehensive
service available. So you know that if something
goes wrong, you’ll be in good hands.
Not this:
There’s always someone at simplecall to help you
out, so don’t worry if something goes wrong!

cost effective
many/numerous
assist
simple
features/solutions
standard
cheap
a lot
help out
easy
stuff
paradigm
Word Choice
formal
serious
technical language
detached
professional
tasteful
wordy
chatty
humorous
laymen’s terms
warm
casual
unrefined
concise
X
X
X
X
X
X
X
Scale

so what now?

directors and interns alike
(and everyone else in-between)
If you saw a person who dressed, spoke, or acted in a drastically different
way from day to day, you’d think they were mad. The same is true for a brand.
Consistency is key.
We’ve put together this guide so that you can easily recreate the consistent
brand identity and behaviour and make a positive contribution to the company.
New ideas are welcome, but they must be approved by the brand team to
ensure that they are consistent, meaningful and relevant to this guide.
The primary goal of branding is to build trust and solidify a company’s position
in the minds of consumers through the creation of a distinct and consistent
brand personality. By following these guidelines, you can create marketing
material that will help build trust in the simplecall brand and bring more people
to the simplecall family. external agencies working on our brand:
We already know that you’re professional enough to do the job right, otherwise
you wouldn’t have been chosen! These guidelines are here to make your life
easy. You won’t have to second guess what the simplecall brand is because it
is thoroughly laid out here. So take pride in contributing and helping to create a
great brand!
it’s up to you
ou
it’s up to
ou

may speak.
hans hofmann

Simplecall brand guidelines_spreads_web

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