We have developed a distinct Essex identity with visual assets that bring our character and personality to life.
Our Essex Spirit is all about authenticity and real-world grit, so we express this in our visual style as a key part of our identity.
We pay homage to our architectural heritage and the geometric structure in our logo, taking an angular approach to any design expression.
This means that Essex does not use curves, circles or rounded edges in any expression of our visual style.
Our visual style is based on a simple but flexible underlying block-like grid.
Please do not attempt to recreate grids.
Each grid system is based on the original size of our logo for each application. The table below outlines our most commonly used sizes.
|Application size||Logo size||Grid structure||Row / column gutters||Page margins|
|A3 (portrait)||28mm (h)||12 (w) x 16 (h)||3mm||11.2mm|
|A4 (portrait)||20mm (h)||12 (w) x 16 (h)||2mm||8mm|
|A5/DL (portrait)||15mm (h)||12 (w) x 16 (h)||1.5mm||6mm|
|85x55mm (landscape)||12mm (h)||6 (w) x10 (h)||1mm||4.8mm|
Akzidenz Grotesk is our font.
As we always ensure our messaging gets straight to the point, it’s important our typeface reflects this no-nonsense approach.
Find out more about using our font.
Numbering should not be indented and in-line with the body copy.
Spacing is set quite tightly; as a guide, Akzidenz body copy is set 9pt type on 11pt.
Headings are set with a +1pt leading. This will vary depending on the ascenders and descenders, so care should be taken that they don’t hit each other or look too widely spaced. As a guide, some of the applications in these guidelines are 34pt type on 35pt leading or 50pt type on 51pt leading.
Bullet points are square. Square options can be set as standard in Microsoft packages. Where this is not available, they can be set using a lower case 'n' in Wingdings.
A guide has been developed to help create the correct bullet points: How to create bullet points in Word 2010 (.docx)
They should be set at 80% of the text size.
Align bullet points to body copy and no indentation. Sub-bullets should take the form of a dash and should be indented.
As the font size increases so should the indentation space. For 12 pt font size, indention size (tab) is 4.5mm.
Colour can be applied to bullet points to add visual interest.
Text should be left justified on bullet points.
Graphic blocks, layers and overlays are a key part of our Essex visual style and should always be used in some way.
We’ve taken the idea of our iconic squares and have abstracted them into brackets.
The basic principles of our bracket system and text proportions are:
Illustration should never be used. This is because at a conceptual level, our Essex spirit is all about authenticity and real-world grit. Illustration is the opposite of this, it’s abstract.