77 Helvetica Neue Condensed Bold Oblique ... - Ladbrokes

our identity and how to use it

Introduction 

Ladbrokes is the UK’s No. 1 betting and gaming brand 

As part of our ongoing work to build upon this leading position 

in our market, we are refreshing our visual identity system. 

Three factors have driven our decision to enhance our identity: 

• As the market leader, it is vital that the image we project 

remains authoritative, contemporary and appealing to our 

betting and gaming customers, especially with many new 

Ladbrokes customers using eGaming services 

• To make our brand simple to identify in all media, we also need 

to ensure that our image is consistent across our increasing 

range of products and services, and has stronger impact in 

print, on screen and in our shops 

• Our visual identity is a key tool for expressing what is different 

about Ladbrokes, helping us to stand out from our retail and 

online competitors. The identity refresh will help make our image 

and communication more distinctive 

Given the strong heritage of the Ladbrokes brand and identity, the 

new identity builds upon the existing strengths of Ladbrokes’ 

image. Red is being emphasised as our core brand colour, the logo 

has been refined to make it more legible, and the design system 

has been simplified and brought up to date. 

The result is a simpler, more consistent identity for Ladbrokes: 

one that builds upon the existing identity, so that it is instantly 

recognisable as Ladbrokes. 

These guidelines detail the new evolution of the Ladbrokes identity 

system for eGaming and retail communication, to both customers 

and business partners. Following these guidelines will allow you to 

replicate the new Ladbrokes visual expression system in all media, 

helping us to reinforce our position as market leaders.

Contents 

1 Defining the audience 

1.1 Customer and business communication 

2 Customer identity toolkit 

2.1 Logo – customer versions 

2.2 Logo – web navigation devices 

2.3 Logo – clear space 

2.4 Logo – placement and minimum size 

2.5 Logo – don’ts 

2.6 Typefaces 

2.7 Colour palette 

2.8 In-store and online category colours 

2.9 Imagery guide 

2.10 Logo on imagery 

3 Customer identity applications 

3.1 A flexible, coherent, communication system 

3.2 Design principles – Style A 

3.3 Window posters – Style A 

3.4 Design principles – Style B 

3.5 18 poster – Style B 

3.6 Staying in control poster – Style B 

3.7 Design principles – Style C 

3.8 Category headers – Style D 

3.9 Window posters – Style D 

3.10 Racing Post advertisement – Style D 

3.11 Perimeter boards – Style D 

3.12 Web pop-up advertisements – Style D 

4 Business identity toolkit 

4.1 Logo – business versions 


4.3 Typefaces 


5 Business identity applications 

5.1 Design principles 

5.2 Business cards 

5.3 A4 letterhead 

5.4 A4 continuation sheet 

5.5 A4 press release 

5.6 Compliments slips 

5.7 PowerPoint ® templates 

5.8 Visitor badge 

5.9 Recruitment advertisement 

6 Artwork files 

6.1 Logos 

7 Contact 

7.1 Contact details

1 defining the audience

Defining the audience 

1.1 Customer and business 

communication 

We communicate to two audiences: customers 

and businesses. 

Our new identity system has two distinct visual styles, so 

we can communicate in an appropriate way to these two 

different groups. 

Customer communication uses a more visually stimulating 

and dynamic style. Colour, imagery and design style will 

make customer communication materials highly impactful, 

reflecting the excitement and anticipation that customers 

enjoy when betting or gaming with Ladbrokes. 

Business communication has a more simple, sophisticated 

design approach that makes it suitable for the full 

spectrum of business-to-business communication tasks. 

Customer identities and communication 

Retail betters 

and gamers 

Internet betters 

and gamers 

Telephone 

betters 

Hilton Group Government 

Business identities and communication 

Financial 

community 

Suppliers and 

partners 

Business 

customers

2 customer identity toolkit

Customer identity toolkit 

2.1 Logo – customer versions 

Full-colour logo 

This is the Ladbrokes logo. It no longer appears in a 

lozenge, a box or any other holding device. It is a specially 

drawn logo and should never be recreated in any way. 

The preferred position of the logo is top right-hand corner. 

This contemporary positioning gives a sense of movement 

or energy and allows the logo to stand out in a clear space. 

The red background is always Ladbrokes Red, 

PANTONE ® 485. Please refer to the Colour palette 

page in the Customer identity toolkit section (2.7) of 

these guidelines for a full specification. 

The logo is available in PC and Macintosh file formats, 

for both print and online application. 

Black-and-white logo 

This logo version can be used only when budgetary or 

technical conditions restrict the use of the full-colour logo. 

Minimum-size logo 

Do not reproduce the logo smaller than 20mm across. 

This rule applies to all versions of the logo. 



Minimum print size: 20mm width 

File name: Lad_UK_logo_std_white.eps 

File name: Lad_UK_logo_std_white.eps


2.2 Logo – web navigation devices 

Web navigation devices signpost our Ladbrokes eGaming 

websites. They all feature the Ladbrokes logo, followed by 

the differentiator suffix. 

They are all positioned top left-hand corner in order to gain 

maximum visibility in web browsers. 

Ladbrokes Red (#FF0000, web version) is the header 

background colour. 

All web navigation devices are available as artwork files. 

Do not create your own web navigation devices. 

File name: Ladcom_UK_logo_reversed.eps 

File name: Ladgames_UK_logo_reversed.eps 

File name: Ladcasino_UK_logo_reversed.eps 

File name: Ladpoker_UK_logo_reversed.eps 

Application of logo



On most customer communications, the logo will require a 

clear space zone. This space protects the visual standout 

and integrity of the logo. Crowding the logo with graphic 

devices and typography will confuse our audiences and 

reduce the impact of our communications. 

This clear space zone is based on a simple formula. 

Use the entire logo and the letter ‘a’ as a consistent 

measurement tool. 

Exceptions 

Perimeter boards featuring the logo do not follow the clear 

space formula. Refer to section 3.11 for more details. 

Preferred minimum clear space 

Please note that the examples shown on this page use 

the minimum clear space. Wherever possible use more 

clear space than the minimum dictated here. 

Reduced-height clear space 

Use this formula when available height is restricted, 

yet maximum logo impact is required. 

Minimum clear space in a restricted space 

Use this formula when space is restricted, yet maximum 

logo impact is required. 

Please seek approval from John O’Reilly before using 

the restricted-space formula. 

Preferred minimum clear space 

Reduced-height clear space 

Minimum clear space (where space is restricted)


2.4 Logo – placement and 

minimum size 

Preferred placement 

The Ladbrokes logo should be placed top right-hand corner 

of most communication materials. When the logo is used as 

a sign-off it may be placed in the bottom right-hand corner. 

The clear space formula is helpful in ensuring precise positioning. 

Do not centre or range the logo left. 

Exceptions 

Working with a standard web browser configuration, you 

want the logo to remain visible at all times. Therefore the 

logo is positioned top left. Please refer to section 2.2 for 

more details. 

Restricted-space placement 

When maximum logo impact is required in a small space, 

then the logo may be centred. Use the clear space formula. 

Shown here is the minimum clear space area. 

This exception requires approval from John O’Reilly before 

it can be implemented. 

Preferred placement 

Restricted-space placement Placement of the logo as a sign-off

A 

B 

C 

D 

E 

F 

G 

H 


2.5 Logo – don’ts 

Do not use the old ‘lozenge’ logo, or any previous 

versions of the logo. 

Do not draw a box or any shape around the logo. 

Do not reproduce the logo in any colours other than 

Ladbrokes Red, white on Ladbrokes Red or black. 

Please check colour reproduction against Ladbrokes 

colour palette specification, in section 2.7. 

Do not draw a keyline around the logo. 

Do not distort the logo or add any special effects. 

Do not add graphic elements or words to create 

sub-brands. 

Do not reproduce the logo on any conflicting photographic 

backgrounds. A conflicting background can involve 

distracting textures, patterns or any content that reduces 

the visual impact of the logo. 

Do not reproduce the logo on a photographic background 

that does not offer enough tonal contrast. 

A 

C 

E 

G 

B 

D 

F 

H 

Café

A 

B 

C 

D 


2.6 Typefaces 

Customer communication headline typefaces 

All the customer communication headline typefaces are 

oblique (italic). We use these typefaces to add a sense of 

energy and excitement to customer communications. 

Use them ranged left. Do not centre or range right. 

Each weight (medium, bold and black) has a specific use: 

67 Helvetica Neue Condensed Medium Oblique 

Use this typeface for short text paragraphs of no more 

than 20 words in posters and leaflets. 

77 Helvetica Neue Condensed Bold Oblique 

Use this typeface for headings and subheadings. 

97 Helvetica Neue Condensed Black Oblique 

Use this typeface for large impactful headlines on posters. 

Do not use any of the headline typefaces for body copy. 

(Body-copy is text smaller than 12pt and/or contains more 

than 20 words.) 

Customer communication body-copy typefaces 

These typefaces should be used on all body-copy. All the 

customer communication body-copy typefaces are nonitalic. 

These typefaces are always ranged left. 

Electronic and Microsoft Word document typefaces 

Arial and Arial Bold are used for Microsoft Word 

documents and PowerPoint ® 

presentations. 

A 

B 

C 

D 

D 

Customer communication headline typefaces 

67 Helvetica Neue Condensed Medium Oblique 

ABCDEFGHIJKLMNOPQRSTUVWXYZ 

abcdefghijklmnopqrstuvwxyz 

77 Helvetica Neue Condensed Bold Oblique 



97 Helvetica Neue Condensed Black Oblique 



Customer communication body-copy typefaces 

75 Helvetica Neue Bold 



55 Helvetica Neue Roman 



Use this typeface for short text 

paragraphs in posters and leaflets 

Use this typeface for headings and 

subheadings 

Use this typeface for large, 

impactful headlines on posters 

Use this typeface for body-copy 

subheadings and important bodycopy 

you wish to stand out. 

Use this typeface for all body copy 

and small text eg terms and 

conditions.



Ladbrokes Red is our signature colour. We need to use 

this colour prominently and effectively to make our identity 

stand out against our competitors. 

Energy Green is a highlight colour that is used in smaller 

quantities and brings a sense of excitement and energy 

to our communications. 

White is used in the logo and typography in our customer 

communications. 

Note: If using a large solid area of Ladbrokes Red, it is recommended 

to consider a double hit of colour to maintain strict control on press for 

full colour saturation. 

All printed material should be colour matched at the time 

of printing to achieve accurate consistency in the reproduction of 

all colours within the colour palette. 

*The colour shown on this page and throughout this manual has not 

been evaluated by Pantone Inc. for accuracy and may not match the 

PANTONE Colour standard. For accurate standard, refer to the current 

edition of the PANTONE Colour Formula Guide. PANTONE ® is a 

registered trademark of Pantone Inc. 

Ladbrokes Red 

In lieu of Ladbrokes Red use: 

Pantone ® 485 

Energy Green 

In lieu of Energy Green use: 

Pantone ® 377 

White 

Print C0 M97 Y100 K0 

Screen R255 G0 B0 

Websafe #FF0000 



Websafe #669900 


Websafe #FFFFFF


2.8 In-store and online category 

colours 

Category colours 

These colours are used in-store and online to define 

sports and gaming categories. 

Use these colours only in the context of signposting these 

specific categories. 

For more detailed guidelines on use of colour, please refer 

to section 3, Customer identity applications. 

Online colours 

These colours have been developed for web use only. 

Web Red is the Ladbrokes online signature colour. This 

darker red tone counteracts the effect of backlighting, 

ensuring Ladbrokes Red retains its visual power on screen. 






Note: All printed material should be colour matched at the time 

of printing to achieve accurate consistency in the reproduction of 

all colours within the colour palette. 

Category colours 

Horse Orange 

In lieu of Horse Orange use Pantone ® 172 


Greyhound Blue 

In lieu of Greyhound Blue use Pantone ® 300 


Football Green 

In lieu of Football Green use Pantone ® 376 


Sports Gold 

In lieu of Sports Gold use Pantone ® 130 


Numbers Pink 

In lieu of Numbers Pink use Pantone ® 227 


Fixed-odds betting terminals 

FOBT Purple 

In lieu of FOBT Purple use Pantone ® 2613 




Online colours 

Web Red 



Web Green 


Websafe #669900 

Web Sage 


Websafe #CCCC99


2.9 Imagery guide 

This is a guide only to selecting stock photography. 

Select stock photography from two styles. 

Style A 

The thill and excitement of watching sports and 

participating in gaming 

These images capture the thrill, energy, excitement, 

anticipation, winning, losing, heart-stopping moments 

that define the very essence of sport and gaming. 

Style B 

Sports action photography 

These capture a single moment in time of a real sporting 

event. Use of blurred movement adds to the sporting 

essence of speed and excitement. To reinforce Ladbrokes’ 

presence, retouching should add Ladbrokes Red to 

images, and where appropriate apply the category 

colours, see section 2.8. 

If necessary, colour correct to match the category colours. 

To reinforce Ladbrokes’ presence, retouching may be 

necessary to enhance images. Make sure images contain 

Ladbrokes Red. Where appropriate you may also use 

category colour as an accent colour. 

Style A 

Style B

A 

B 

C 

D 

E 

F 

G 

H 


2.10 Logo on imagery 

The Ladbrokes logo may sometimes be used as a sign-off 

or for a partnership promotion. In this instance the logo 

may be used on imagery. The minimum clear space rules 

outlined in section 2.3 still apply and only the white-out 

version of the logo should be used on colour or black-andwhite 

imagery. 

When placing the logo on an image, follow the guides below: 

Correct usage 

When using the logo as a sign-off, it should ideally be 

positioned at the bottom right of the image. 

Follow the minimum-space guides in section 2.3. 

The logo must always appear in a clear area of the image 

and be legible at all times. 

If used on black-and-white images, the logo should be 

on a grey or black area and not cross into white areas 

of the image. 

Indicates clear space 

Incorrect usage 

The logo is in the wrong position and placed in a 

‘complicated’ area of the image, making it difficult to read. 

The logo is in the wrong position and placed over a white 

area of the image, making it difficult to read. 

This logo is in the correct position but does not appear 

in a ‘clear’ area of the image. 

The logo is in the wrong position and placed over a white 

area of the image, making it difficult to read. 

A 

B 

C 

D 

Correct usage Incorrect usage 

E 

F 

G 

H

3 customer identity applications

Customer identity applications 

3.1 A flexible, coherent, 

communication system 

These guidelines enable Ladbrokes managers and their 

agencies to create a coherent range of communication 

materials that are appropriate for the wide range of 

Ladbrokes audiences, marketing messages and media 

that is used. 

In the following pages you will find a range of 

communication materials that provide a style guide to the 

key principles for creating Ladbrokes communication 

materials in stores and online. Different levels of 

pragmatism or expressiveness can be achieved by using 

differing components of the visual expression toolkit.


3.2 Design principles – Style A 

Applying the Ladbrokes identity toolkit following the 

principles described on this page will ensure that all 

Ladbrokes communications look consistent, and 

subsequently help build awareness and recognition. 

Ladbrokes Red is the primary colour. 

Design principles 

• Accents of the Energy Green 

• Large images of customers or staff 

• High impact headlines and key messages 

• This style may be most appropriate for communicating 

key service initiatives in shops 

Single window posters 

bet by 

phone 

or online 

and pick up cash 

winnings here 

ask inside for details 

Double window posters 

bet by 

phone 

or 

online 


winnings here 


other ways to bet 

freephone 9.30am – 1.00am today 

0808 1000 421 

online 24 hours 

ladbrokes.com

A 

B 

C 

D 

E 

F 

G 


3.3 Window posters – Style A 

Window posters are divided into 11 equal sections 

in depth. This allows different sections of the poster to be 

in proportion to each other. 

The logo is placed in the top right-hand corner 

as a header. Red header 1/11 depth. 

Middle area used for photography. Ladbrokes style 

photography communicates the excitement and energy 

of the Ladbrokes experience in Hero service. 

Ladbrokes style typography clearly and succinctly tells 

the customer key messages. All text ranged left and set 

in lowercase 97 Helvetica Neue Condensed Black 

Oblique, white out of a secondary colour or image. 

The Energy Green strip divider is used to separate the 

image from Ladbrokes Red on single-window posters 

only. The height of the Energy Green stripe is 1/8 of a 

1/11 section. 

Ladbrokes Red base, 2/11 depth. 

When creating a poster, use a ‘working area’ to prevent 

text being too close to the edge of the poster. 

Single-window posters 

B 

bet by 

D phone 

or online 

D 

C 


winnings here 


D F 

1/3 

E 

1/11 

A 

Double-window posters 

bet by 

phone 

or 

online 


winnings here 


other ways to bet 

freephone 9.30am – 1.00am today 

0808 1000 421 

online 24 hours 

ladbrokes.com 

Indicates 3-column grid Indicates working area 

G


3.4 Design principles – Style B 





Ladbrokes Red is the primary colour. 


• Design to be visible but not over-powering 

• Simple graphic design system 

• Ladbrokes Red with Energy Green used in 

a linear gradient 

• White type reversed out of Ladbrokes Red 

This communication style may be most appropriate for 

permanent, factual communication or highly pragmatic 

regulatory information. 

In-store A4 210x297 poster 

Under 18s are not allowed to 

enter our premises. 

We will also not allow anyone to encourage under 

18s to gamble. 

You can help us by: 

Not bringing children into our shops 

Producing Citizencard or other appropriate 

identification if it is requested 

In-store 372x597mm poster and leaflet holder 

1/3 A4 leaflet cover 

staying 

in control 

Your guide to responsible betting 

In association with Gamcare 

We want you to enjoy your betting 

and bet responsibly with Ladbrokes. 

For those people who have difficulty 

controlling their gambling, we offer 

a help and advise service. 

We fully support Gamcare in dealing 

with the social impact of gambling 

1/3 A4 service leaflets

A 

B 

C 

D 

E 


3.5 18 poster – Style B 

Overall, Ladbrokes is primarily a red identity supported 

by Energy Green 

The logo is placed in the bottom right-hand corner 

as a sign-off. 

Diameter of icon 65mm. 

77 Helvetica Neue Condensed Bold Oblique. Size 38pt 

on 40pt leading. 





A4 210x297 

Under 18s are not allowed to 

enter our premises. C 

We will also not allow anyone to encourage under 

18s to gamble. D 

You can help us by: 

Not bringing children into our shops 

Producing Citizencard or other appropriate 

identification if it is requested 

E 

20 50 

All measurements in millimetres 

Indicates working area 

B 

A 

20 

20 

80 

5 

8 

12

A 

B 

C 

D 

E 

F 

G 


3.6 Staying in control poster – Style B 

Overall, Ladbrokes is primarily a red identity supported 

by Energy Green. All type, both headline and body copy, 

is ranged left, lowercase and white out of Ladbrokes Red. 





The logo is placed in the bottom right-hand corner 

as a sign-off. 



Gamcare logo. Size 32mm width and length. 

77 Helvetica Neue Condensed Bold Oblique. Size 14pt on 

16pt leading. Introductory text is reversed out of red and 

should be no smaller than 12pt on 14pt leading. Try to 

keep introductory text to a minimum, it will have more 

impact and is easier to read. 



372x597mm 

G 

B 

35 80 

All measurements in millimetres 


A 

C 

35 

35 

137 

20 

10 

210x99mm 

staying D 

in control 

Your guide to responsible betting 

In association with Gamcare F 

We want you to enjoy your betting 

and bet responsibly with Ladbrokes. 

For those people who have difficulty 

controlling their gambling, we offer 

a help and advise service. 

We fully support Gamcare in dealing 

with the social impact of gambling 

G 

C 

E 

10 37 5 37 10 

10 

40 

10 

3


3.7 Design principles – Style C 






• Simple graphic design system 

• Ladbrokes Red with Energy Green accent, or uses the 

category colours, supported by Ladbrokes Red and a 

Yellow Energy stripe (Pantone ® 109) 

• White-out type for headlines and body copy 

• When appropriate, handwritten match and odds details are 

added locally by the shop manager 

This communication style may be most appropriate for the 

ongoing marketing of football, horses and other sports 

categories, where it is desirable to make a clear connection 

between the communication message and the in-store 

categories. 

Instore category banners 

football greyhounds 

Window posters 

Indicates working area

A 

B 

C 


3.8 Category headers – Style D 

Tactical product style category banners 

Relevant category colour, eg Greyhound Blue, 

Football Green. See section 2.8 for further details 

on category colours. 

Headers title text set in 97 Helvetica Neue Condensed 

Black Oblique, ranged left, lowercase white out of 

category colour. 

Under-header service strips 

The logo is ranged right as a sign-off on in-store underheader 

service strips in Ladbrokes Red. Text set in 

77 Helvetica Neue Condensed Bold Oblique ranged left. 

A 

greyhounds 

we offer weekly Singles betting on European Football Matches 

football 


B 

C 


we offer weekly Singles betting on European Football Matches

A 

B 

C 

D 

E 

F 

G 


3.9 Window posters – Style D 

Window posters are divided into 11 equal sections 

in depth. 

The logo is positioned in the top right-hand corner, 

reversed out of Ladbrokes Red. 

Large, attention-grabbing headline. All text set in rangedleft 

lowercase 97 Helvetica Neue Condensed Black 

Oblique, white out of category colour. 

Posters include ‘empty belly’ areas for match and odds 

details to be handwritten by store staff. Handwriting must 

be clear and always written in black. 

Category colour (see section 2.8) for background colour. 

Used to reinforce in-store zoning. 

Yellow strip between category colour and Ladbrokes Red. 

‘Other ways to bet’ message promoting access to 

Ladbrokes. Set in ranged-left lowercase 77 Helvetica 

Neue Condensed Bold Oblique in white on a Ladbrokes 

Red background. 

Single-window posters 

B 

C 

G 


D 

D 

E 

F 

1/11 

A

A 

B 

C 

D 

E 

F 


3.10 Racing Post 

advertisement – Style D 

Strong use of Ladbrokes Red in our Racing Post 

advertisements creates stand-out and differentiates us 

from our competition. A red header and footer joined 

by a red frame are used to house the detailed event and 

odds information. 

Because of the newspaper medium and print quality, we 

have adapted Ladbrokes Red for newspaper press to get 

a deeper red. We have added 10% black to the existing 

CMYK version (C0 M97 Y100 K10) of Ladbrokes Red. 

Small information text within the borders is black for 

legibility, and larger headings are Energy Green. Energy 

Green blocks are used to contain section headings. 

Teletext info 

77 Helvetica Neue Condensed Bold Oblique. Size 9pt on 

11pt leading. Set in black in a white block. 

Ways to bet 

77 Helvetica Neue Condensed Bold Oblique. Size 20pt. 

Information headings/numbers 


Further information 


Numbers 

77 Helvetica Neue Condensed Bold Oblique in a white 

circle. Match stroke thickness to number width. 

Terms and conditions 

77 Helvetica Neue Bold set in black in a white block. 

Size appropriate to amount of text. Should be between 

5pt and 6.5pt as a guide. 

Detailed advertisement copy is set in non-standard 

typefaces. 

3 57 

3 

Shown actual size, 83 x 340 

All measurements given in millimetres 

27mm 

A 

B 

C 

E 

F 

Ladbrokes teletext information service 

CH4/CH5 - 605/6/7 Sky - 373/4/5 ITV - 399 

ways to bet 

0808 100 0421 D 

Instant debit betting 

www.ladbrokes.com 

in our shops 

10.15am - 9.15pm 

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nullam pede. Aliquam sem ipsum, feugiat at, 

auctor cursus, aliquam nec, neque. Proin quis eros dignissim sapien consectetuer nonummy. 

Phasellus in justo. Phasellus in justo. Phasellus in justo. Lorem ipsum dolor sit amet, consectetuer.


3.11 Perimeter boards – Style D 

Maximum stand out is achieved by positioning the 

Ladbrokes logo on red, ranged right. Minimum space rules 

are exempt here, as the logo must be as large as possible 

on the board to ensure visibility when viewed on television. 

Always ensure there is enough red around the logo to 

make it legible and stand out. 

Ladbrokes Red on perimeter boards may need to be 

adjusted to ensure on-screen viewing is consistent with 

printed versions of the logo. 

United Kingdom perimeter board 

International perimeter board 

5490 

6000 

610 

900


3.12 Web pop-up 

advertisement – Style D 

Pop-up banners use the Ladbrokes logo reversed out of 

the red bar, using the minimum-space rules. The logo is 

positioned bottom right, or centred in small applications. 

Imagery and type can be used to enhance the message. 

Type is 97 Helvetica Neue Black Condensed Oblique, set 

in sage or Ladbrokes Red. 

The content of these pop-up examples are purely 

illustrative and should not be taken as detailed 

instructions for creating banner ad content. 

banner 120 x 120 pixels 

.com 

make 

sport 

more 

exciting 

bet with 

the world’s 

No. 1 

.com 

Banner 468 x 60 pixels 

enjoy 

sport? 

.com 

Banner 120x120 pixels 

Banner 120 x 600 pixels 

enjoy football? bet now! 

Minimum-space rules apply 

.com

4 business identity toolkit

Business identity toolkit 

4.1 Logo – business versions 


For all business-to-business communications use this 

version of the logo. 

Do not use this logo for customer communications. For a 

full explanation of business-to-business communications 

and customer communications, please refer to section 

1.1, Customer and business communication. 


This logo version can be used only when budgetary or 

technical conditions restrict the use of the full-colour 

business-to-business logo. 

Please seek approval from John O’Reilly before using this 

version of the logo. 



Minimum size: 20mm width 

File name: Lad_UK_logo_std_white.eps 

File name: Lad_UK_logo_std_white.eps



Preferred clear space 

On business-to-business communications, the logo will 

require a clear space zone. This space protects the visual 

standout and integrity of the logo. Crowding the logo with 

graphic devices and typography will confuse our 

audiences, and reduce the impact of our communications. 

This clear space zone is based on a simple formula. 

Use the entire logo and the letter ‘a’ as a consistent 

measurement tool. 

Minimum clear space 

Use this formula when space is restricted, yet maximum 

logo impact is required. 

Preferred clear space 

Minimum clear space

A 

B 

C 


4.3 Typefaces 

Business-to-business typefaces 

All the business-to-business communication typefaces 

are non-italic. We use these typefaces to bring a sense 

of substance to our communications. 

Each weight (Roman and Bold) has a specific use: 


Use this font for addresses and job titles on stationery 

and business cards, and body copy in literature. 


Use this font for people’s names and businesses on 

stationery and business cards, and headings in literature. 

Electronic and Microsoft Word document typefaces 

Use these fonts for Microsoft Word documents and 

PowerPoint ® 

presentations. 

Do not use customer communication headline typefaces 

on any business-to-business materials. 

A 

B 

C 

Business-to-business address block typefaces 







Electronic typefaces 

Arial 



Arial Bold 



Use this font for addresses and job titles on 

stationery and business cards, and body 

copy in literature. 

Use this font for people’s names and 

businesses on stationery and business cards, 

and headings in literature. 

Use these fonts for Microsoft Word documents 

and PowerPoint ® presentations. 

Use these fonts for Microsoft Word documents 

and PowerPoint ® presentations.



Ladbrokes Red plays a significant but more subtle role in 

business-to-business communications. It is primarily 

used in the business-to-business logo and typography 

on a white background. Energy Green is used in 

some typography. 






White 

Ladbrokes Red 

In lieu of Ladbrokes Red use: 

Pantone ® 485 

Energy Green 

In lieu of Energy Green use: 

Pantone ® 377 


Websafe #FFFFFF 






Websafe #669900

5 business identity applications

Business identity applications 

5.1 Design principles 

Ladbrokes business communications are primarily 

business stationery and business cards. 

The strongest visual element should always be the 

business communications Ladbrokes logo. White is the 

strongest colour, followed by Ladbrokes Red. Energy 

Green is used in the typography only. 

Do not print any areas of Ladbroke Red except in the 

business logo. 

Business-to-business: Stationery 

Simon Miller 

Head of International Marketing 

Direct Tel: 

T +44 (0)20 8868 8899 

Email: simon.miller@ladbrokes.co.uk 

Mobile: 07909 123 456 

with compliments 

Ladbrokes Ltd 

Imperial House, Imperial Drive, Rayners Lane, Harrow, Middlesex, HA2 7JW 

Tel: +44 (0)20 8868 8899 Fax: +44 (0)20 8866 3189 www.ladbrokes.com 

Ladbrokes eGaming Ltd 


Tel: T +44 (0)20 8868 8899 Fax: +44 (0)20 8866 3189

A 

B 

C 

D 

E 


5.2 Business cards 

The full-colour business-to-business Ladbrokes logo 

is used on the stationery. The logo prints Ladbrokes Red. 

When printing, stock should be chosen to match the 

letterheads, compliments slips and envelopes. 

Cards should be thick enough to withstand wear and tear. 

As a guide, 300gsm is appropriate for business cards. 

Conqueror Ultra Smooth CX22 is an industry-standard 

paper for stationery. 

You may wish to consider a sealer varnish to prolong the 

life of printed business cards. 

Dual language cards 

Where dual-language cards are required, print one side 

English and the reverse using the second language. 

Name set in 8pt, 75 Helvetica Neue Bold, ranged left. 

Printed in Ladbroke Red. 

Title set in 8pt, 55 Helvetica Neue Roman, ranged left. 

Printed in Ladbroke Red. 

Contact details set in 6.5pt on 8pt, 55 Helvetica Neue 

Roman, ranged left, printed in Ladbroke Red. 

Department Business name set in 8pt, 75 Helvetica Neue 

Bold, ranged left, printed in Ladbroke Red. 

Address set in 6pt on 9pt, 55 Helvetica Neue Roman, 

ranged left, printed in Energy Green. 

Business card 85x55 

Janice Jones 

Regional Manager 

Direct T l +44 (0)20 8868 8899 

Email: janice.jones@ladbrokes.co.uk 

Mobile 07909 12 456 


mperia House, Imperial Drive, Rayners Lane, Ha row, Middlesex HA2 7JW 

Tel: +44 0)20 8868 8899 Fax: +44 (0)20 8866 3189 

5 31 

A 

John Smith 

Football Marketing Manager 

Direct Tel: T +44 (0)20 8868 8899 

Email: john.smith@ladbrokes.co.uk 

Mobile: 07909 123 456 



B 

C 

Tel: T el: +44 (0)20 8868 8899 Fax: ax: +44 (0)20 8866 3189 


D 

E 

7 

12 

8 

5

A 

B 

C 

D 

E 


5.3 A4 letterhead 

The full-colour business-to-business Ladbrokes logo is 

used on stationery. The logo prints Ladbrokes Red. 

Department Business name is printed at the base, above 

the address lines. Department Business name set in 8.5pt 

on 11pt 75 Helvetica Neue Bold, ranged left. Printed in 

Ladbroke Red. Address set in 8.5pt on 11pt 55 Helvetica 

Neue Roman, ranged left. Printed in Energy Green. 

The typing guide aligns to the left-hand side of the 

printed address. 

When printing, paper stock should be chosen to perform 

well in photocopiers, laser printers and colour printers. 

Talk to your printer to choose an appropriate stock within 

your budget requirements. Stock should be smooth, bright 

white and uncoated. As a guide, 110gsm is industry 

standard for letterheads. Conqueror Ultra Smooth CX22 is 

an industry-standard paper for stationery. 

Letter content set in 9pt on 16pt Arial and Arial Bold, 

ranged left. 

Addressee’s address set in Arial Bold 9pt on 11pt. 

Address set in 8.5pt on 11pt 55 Helvetica Neue Roman, 

ranged left. Printed in Energy Green. 

Department Business name set in 8.5pt on 11pt 75 

Helvetica Neue Bold, ranged left.Printed in Ladbrokes Red. 

Regulatory copy set in 6pt on 11pt 55 Helvetica Neue 

Roman, ranged left. Printed in Energy Green. 

A4 letterhead 210x297 

25 

Mr John Smith 

Company Ltd 

No.1 Buidling 

A Street 

ATown 

A County 

AN12 6AB 

26 April 2004 

RE: Subject 

Dear Mr Smith 

Si meliora dies, ut vina, poemata reddit, scire velim, chartis pretium quotus arroget annus. scriptor abhinc annos 

centum qui decidit, inter perfectos veteresque referri debet an inter vilis atque novos? Excludat iurgia finis, vetus 

atque probus, centum qui perficit annos. Quid, qui deperiit minor uno mense vel anno, inter quos referendus erit 

Veteresne poetas, an quos et praesens postera respuat aetas. Iste quidem veteres inter ponetur honeste, vel 

mense brevi vel toto est iunior anno.” Utor permisso, caudaeque pilos ut equinae paulatim vello unum, demo etiam 

unum, dum cadat elusus ratione ruentis acervi, qui redit in fastos et virtutem aestimat annis miraturque nihil nisi 

quod Libitina sacravit. 

Ennius et sapines et fortis et alter Homerus, ut critici dicunt, leviter curare videtur, quo promissa cadant et somnia 

Pythagorea. Naevius in manibus non est et mentibus haeret paene recens? Adeo sanctum est vetus omne poema. 

ambigitur quotiens, uter utro sit prior, aufert Pacuvius docti famam senis Accius alti, dicitur Afrani toga convenisse 

Menandro, Plautus ad exemplar Siculi properare Epicharmi, vincere Caecilius gravitate, Terentius arte. Hos ediscit 

stipata theatro spectat Roma potens; habet hos numeratque poetas 

ad nostrum tempus Livi scriptoris ab aevo. 

stipata theatro spectat Roma potens; habet hos numeratque poetas ad nostrum. 

Kind regards 

AN Other 

D 



Tel: +44 (0)20 8868 8899 Fax: +44 (0)20 8866 3189 

Registered Office: Maple Court, Central Park, Reeds Crescent, Watford, Hertfordshire, WD24 4QQ. Registered in England Number 39529916 

All measurments given in millimetres 

B 

A 

C 

51 

E 

15 

23 

7.5

A 

B 


5.4 A4 continuation sheet 


ranged left. 

Letter content begins 40mm from top of page. 

A4 continuation 210x297 

B 

Si meliora dies, ut vina, poemata reddit, scire velim, chartis pretium quotus arroget annus. scriptor abhinc annos 

centum qui decidit, inter perfectos veteresque referri debet an inter vilis atque novos? Excludat iurgia finis, Est vetus 

atque probus, centum qui perficit annos. Quid, qui deperiit minor uno mense vel anno, inter quos referendus erit 

Veteresne poetas, an quos et praesens et postera respuat aetas. Iste quidem veteres inter ponetur honeste, 

qui vel mense brevi vel toto est iunior anno.” Utor permisso, caudaeque pilos ut equinae paulatim vello unum, demo 

etiam unum, dum cadat elusus ratione ruentis acervi, qui redit in fastos et virtutem aestimat annis miraturque nihil 

nisi quod Libitina sacravit. 

Ennius et sapines et fortis et alter Homerus, ut critici dicunt, leviter curare videtur, quo promissa cadant et somnia 

Pythagorea. Naevius in manibus non est et mentibus haeret paene recens? Adeo sanctum est vetus omne poema. 

ambigitur quotiens, uter utro sit prior, aufert Pacuvius docti famam senis Accius alti, dicitur Afrani toga convenisse 

Menandro, Plautus ad exemplar Siculi properare Epicharmi, vincere Caecilius gravitate, Terentius arte. Hos ediscit 

stipata theatro spectat Roma potens; habet hos numeratque poetas ad nostrum tempus Livi scriptoris ab aevo. 

Kind regards 

AN Other 


A 

27 

15 

23

A 

B 

C 

D 

E 

F 


5.5 A4 press release 

When creating a Ladbrokes press release, we need to 

capture the reader’s attention immediately. 

The construction of the page is consistent with the 

Ladbrokes letterhead, with the addition of the large ‘press 

release’ header and a Ladbrokes energy stripe below. 

‘press release’ set in Helvetica Neue Condensed Bold 

Oblique, 56pt. 

Energy stripe graduates from black to white. 


ranged left. 


ranged left. Printed 100% black. 

Department Business name set in 8.5pt on 11pt 

75 Helvetica Neue Bold, ranged left. Printed 100% black. 

Regulatory copy set in 6pt on 11pt 55 Helvetica Neue 

Roman, ranged left. Printed 100% black. 

A4 press release 210x297 

A 

25 

press release 

RE: Euro 2004 

Si meliora dies, ut vina, poemata reddit, scire velim, chartis pretium quotus arroget annus. scriptor abhinc annos centum 

qui decidit, inter perfectos veteresque referri debet an inter vilis atque novos? Excludat iurgia finis, vetus atque probus, 

centum qui perficit annos. Quid, qui deperiit minor uno mense vel anno, inter quos referendus erit Veteresne poetas, 

an quos et praesens postera respuat aetas. Iste quidem veteres inter ponetur honeste, vel mense brevi vel toto est iun 

ior anno.” Utor permisso, caudaeque pilos ut equinae paulatim vello unum, demo etiam unum, dum cadat elusus ratione 

ruentis acervi, qui redit in fastos et virtutem aestimat annis miraturque nihil nisi quod Libitina sacravit. 

Ennius et sapines et fortis et alter Homerus, ut critici dicunt, leviter curare videtur, quo promissa cadant et somnia pytha 

gorea. Naevius in manibus non est et mentibus haeret paene recens? Adeo sanctum est vetus omne poema. ambigitur 

quotiens, uter utro sit prior, aufert Pacuvius docti famam senis Accius alti, dicitur Afrani toga convenisse Menandro, pla 

utus ad exemplar Siculi properare Epicharmi, vincere Caecilius gravitate, Terentius arte. Hos ediscit stipata theatro spec 

tat Roma potens; habet hos numeratque poetas ad nostrum tempus Livi scriptoris ab aevo. Si meliora dies, ut vina, 

poemata reddit, scire velim, chartis pretium quotus arroget annus. scriptor abhinc annos centum qui decidit, inter perfe 

ctos veteresque referri debet an inter vilis atque novos? Excludat iurgia finis, vetus atque probus, centum qui perficit 

annos. Quid, qui deperiit minor uno mense vel anno, inter quos referendus erit Veteresne poetas, an quos et praesens 

postera respuat aetas. Iste quidem veteres inter ponetur honeste, vel mense brevi vel toto est iun ior anno. Utor 

permisso, caudaeque pilos ut equinae paulatim vello unum, demo etiam unum, dum cadat elusus ratione ruentis acervi, 

qui redit in fastos et virtutem aestimat annis miraturque nihil nisi quod Libitina sacravit. 

Stipata theatro spectat Roma potens; habet hos numeratque poetas ad nostrum. 



Tel: +44 (0)20 8868 8899 Fax: +44 (0)20 8866 3189 

Registered Office: Maple Court, Central Park, Reeds Crescent, Watford, Hertfordshire, WD24 4QQ. Registered in England Number 39529916 


E 

D 

B 

51 15 

F 

C 

23 

59 

3 

7.5

A 

B 

C 


5.6 Compliment slips 

Compliments slips will be sent out to customers and 

businesses. The reverse of the compliments slip features 

one of three sporting or gaming images. 

‘with compliments’ set in 67 Helvetica Neue Condensed 

Medium Oblique 26pt. Printed in Ladbroke Red. In this 

instance the customer-facing typeface is used to add 

impact and dynamism. 

Company name set in 8.5pt on 11pt 75 Helvetica Neue 

Bold, ranged left. Printed in Ladbrokes Red. 


ranged left. Printed in Energy Green. 

Compliments slip 210x99 

25 

B 

A 

with compliments 



Tel: +44 (0)20 8868 8899 Fax: +44 (0)20 8866 3189 www.ladbrokes.com 


C 

51 

15 

23 

17.5 

7.5


5.7 PowerPoint ® templates 

PowerPoint ® templates are shown opposite. The basic 

template is white background with a red footer, containing 

the date and slide number and the Ladbrokes logo on the 

right-hand side. 

All text is set in Arial. Headings are in Ladbrokes Red. 

Body copy is black. Bullet points are highlighted in 

Ladbrokes Energy Green. 

Images are shown as a guide. They contain large areas of 

black and Ladbrokes Red, and convey the excitement and 

thrill of sport betters and gamers. 

Charts and diagrams are simple and bold. They use tints 

of Energy Green to segment/highlight areas of charts. 

Image title slide option 

Presentation to Hilton Group 

The winning formula 

20 May 2004 

Text slide Section divider Section divider 1/2 image, 1/2 text slide 

Moving into pole position 

for 2005 

20 May 2004 


Section heading introduction paragraph is set in this 

style section heading introduction paragraph is set 

in this style. 

Section heading introduction paragraph is set in this 

style section heading introduction paragraph is set 

in this style. Section heading introduction paragraph 

is set in this style section heading introduction 

paragraph is set in this style. 

Section divider heading 

Presentation to Hilton Group Presentation to Hilton Group 

Ladbrokes / 20.05.04 / Slide 1 

Text slide Bullet point slide Chart and diagram slide Chart and diagram slide 

Ladbrokes / 20.05.04 / Slide 1 Ladbrokes / 20.05.04 / Slide 1 

The winning formula 

Ladbrokes / 20.05.04 / Slide 1 Ladbrokes / 20.05.04 / Slide 1 


4 

5 

3 

2 

1 

Lorem ipsum dolor sit amet, consectetuer 

adipiscing elit. Nullam pede. Aliquam sem ipsum, 

feugiat at, auctor cursus, aliquam nec, neque. 


• Bullet point style. Keep 

amount of bullet points 

to a minimum on each 

slide 

• Bullet point style. Keep 

amount of bullet points 

to a minimum on each 

slidee 

• Keep amount of bullet 

points to a minimum


5.8 Visitor badge 

The Ladbrokes Red business version of the Ladbrokes 

logo is used. Type is set in 55 Helvetica Neue Roman and 

75 Helvetica Neue Bold. 

Images are used to bring some Ladbrokes brand 

expression into this material. The reduced colour duo-tone 

effect using Ladbrokes Red and black is appropriate to the 

more formal nature of this material. 

name company Host/Name Veh. Reg Bay No. 

Visitor 

Contractor 

Pass No. Valid on 

/ / 

Health & Safety - All visitors and contractors are subject to the appropriate Health & 

Safety at Work Act and company regulations whilst on the premises, 

a copy of which is available on request. 

Emergency - In the case of emergency, all visitors must accompany their host to 

the assembly point at the front of the building, 

Please do not use the lifts. 

Security - Do not leave personal belongings, cases handbags etc, unattended 

at any time 

Accident/Illness - If you have an accident or suffer illness, please report it immediately 

to your host. 

Register 

Date Time out 

Wallets issued 

Wallets returned 

Welcome to 

Please wear your badge at all times, 

return it to reception before leaving, 

and sign out to ensure the fire 

register is accurate and up-to-date. 

Contractors must report to facilities 

management before commencing 

any work. 

Ladbrokes kindly reminds you that 

this building has a no smoking 

policy. 

Please read the information on the 

reverse of the pass provided. 

Thank you for your co-operation

A 

B 

C 

D 

E 

F 

G 


5.9 Recruitment advertisement 

Ladbrokes recruitment advertisments will appear in all 

shapes and sizes across various publications. Use the 

guidelines below to create a consistent look across all 

Ladbrokes communications. The examples opposite show 

two ways of tackling the same size advertisments. 

The top bar of the advertisment can be an image in the 

Ladbrokes red-and-black style or a solid Ladbrokes Red. 

Because of the newspaper medium and print quality, we 

have adapted Ladbrokes Red for newspaper press to get 

a deeper red. We have added 10% black to the existing 

CMYK version of Ladbrokes Red. 

The top bar must feature a title or copy line to draw 

attention to the ad. The type is reversed out of the image 

or solid colour and is set in 75 Helvetica Neue Bold. 

The job title and salary should be set in 55 Helvetica Neue 

Roman in a larger size than the body copy. 

Body copy for the job description should ideally be 8pt 

on 10pt, 55 Helvetica Neue Roman (example 1). However, 

when multiple job descriptions appear in the same 

advertisment, body copy can be set in 7pt on 8pt 55 

Helvetica Neue Roman (example 2). Body copy should not 

be set smaller than 7pt on 8pt. 

The business-to-business version of the Ladbrokes 

logo appears in the bottom right corner of the 

advertisment as a sign-off. 

Any additional logos, such as ‘Investors in People’ or 

the ‘Positive About Disabled People’ should appear at 

the bottom of the advertisment, ideally alongside the 

Ladbrokes logo. Make sure these logos do not enter 

the minimum space area around the Ladbrokes logo. 

Additional sign-off or legal copy should appear on the 

left of the advertisment and prints Ladbrokes Red. 

A 

A 

adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet 

dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, 

quis nostrud B exerci tation ullamcorper suscipit lobortis nisl ut aliquip 

Ex ea commodo consequat.Lorem ipsum dolor sit amet, consect etuer 

adipiscing elit, sed diam nonummy nibh euismod tincidunt ut 

laoreet.Duis autem vel eum iriure dolor in hendrerit in vulputate velit 

esse mo lestie consequat, vel illum dolore eu feugiat nulla facilisis at 

lestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros 

Disabled people who meet the minimum criteria are 

guaranteed an interview. Equality of opportunity for all. 

www.ladbrokes.com/corporate 

B 

On the market for your skills 

Online marketing manager 

£30,000 + benefits 

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy 

nibh euismodtincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi 

enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis 

nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in 

hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat 

nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit lesb. 

Veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex 

ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate 

CRM manager 


D 

G 

C 

C 

Applicants must be over 18. Disabled people who meet the minimum 

criteria are guaranteed an interview. Equality of opportunity for all. 

www.ladbrokes.com/corporate 

D 



velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero 

eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril 

delenit augue duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta 

nobis eleifend option congue nihil imperdiet doming id quod mazim placerat. 


nibh euismodtincidunt ut laoreet dolore magna aliquam erat volutpat, ut wisi ni. 

F 

tincidunt ut laoreet dolore magna aliquam erat volutpat, ut wisi enim 

ad miniminc. 

Please send your CV to Joanna Connolly, HR Officer, Ladbrokes Ltd, 

Imperial House, Imperial Way, Rayners Lane, Harrow HA2 7JW. 

Email joanna.connolly@ladbrokes.co.uk 

Closing date 29th January 2004 

Campaign manager 




velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero 

eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril 

delenit augue duis dolore te feugait nulla facilisi. Nam liber tempor cum solutabn. 

Marketing executive (football) 



nibh euismodtincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi 

enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis 

nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in 

hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat 

Please send your CV to Joanna Connolly, HR Officer, Ladbrokes Ltd, Imperial 

House, Imperial Way, Rayners Lane, Harrow HA2 7JW. 

Email joanna.connolly@ladbrokes.co.uk 

Closing date 29th January 2004 

E 

E

6 artwork files

Artwork files 

6.1 Logos 

Artwork for the logos seen opposite can be obtained 

from John O’Reilly. 

File name: 

Lad_UK_logo_std_white.eps 

File name: 

Lad_UK_logo_std_white_CMYK.eps 

File name: 

Lad_UK_logo_std_white.eps 

File name: 

Ladcom_UK_logo_reversed.eps 

File name: 

Ladgames_UK_logo_reversed.eps 

File name: 

Ladcasino_UK_logo_reversed.eps 

File name: 

Ladpoker_UK_logo_reversed.eps 

File name: 

Lad_UK_logo_business_red.eps 

File name: 

Lad_UK_logo_business_black.eps

7 contact

Contact 

7.1 Contact details 

Please contact John O’Reilly if you have any questions 

regarding the Ladbrokes identity and how to use it. 

John O’Reilly 

Imperial House 

Imperial Drive 

Rayners Lane 

Harrow, Middlesex 

HA2 7JW 

Phone +44 (0)20 8868 8899 

Fax +44 (0)20 8866 3189 

These guidelines were designed by 

Designhouse Consultants Ltd 

info@designhouse.co.uk 

www.designhouse.co.uk

77 Helvetica Neue Condensed Bold Oblique ... - Ladbrokes

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