Brand and Visual Guidelines _ V5 (1)

Brand Guidelines

www.morson.com

Morson Group | Brand Guidelines | Contents 13. Differentiating Morson Group, Morson International & Morson Projects
14. Stationary Applications
Contents 15. Corporate Documents
16. Images
1. Introduction 17. Presentation Documents
2. Core Values 18. Case Studies
3. Brand Proposition 19. Promotional Items
5. Brand Touchpoints 20. Exhibitions
6. Brand Strategy 21. External Communication and Social Media
7. Typography and Colour Palette 22 & 23. Tips for Clear Writing
8. The Logos 24 & 25. Internal Marketing Processes
9. The Logo: Colours
10. The Logo: Size and Exclusion Zones
11. Logo Positioning
12. The Red Bar and the Cover Title Box

Morson Group | Brand Guidelines | Introduction

Introduction Approval Process

This document provides brand and design guidelines for marketing initiatives and Morson’s marketing team must review and approve the content of any
promotional campaigns based on content produced for Morson Group, Morson advertisement, collateral or promotional material that contain the Morson
International and Morson Projects. wordmark, logo or imagery prior to it being released. Please submit content for
approval and direct any questions about use of the Morson brand to the marketing
Our clients strongly associate these initiatives and campaigns with Morson, so it is team by email [email protected].
important that they work together to build and protect the Morson brand.

“ It’s not what you do once in a while, it’s
what you do day-in, day-out that makes a
difference. ”

01

Morson Group | Brand Guidelines | Core Values

Core Values Our Vision

To be the partner of choice in global recruitment solutions and make life
changing placements that positively impact our clients’ business.

Clients and Customers

Community People

Our Goal

To lead and influence industry change, maintain our position as the No.1
technical recruitment company in the UK and expand our global coverage.

At the heart of our core values is a commitment to do the right thing for our clients,
our people and our community:

Clients and customers: We are accountable from the inside out and build long Our Ethos
term relationships with our clients and candidates based on trust, quality and
bespoke need. We are an entrepreneurial business that believes in forging long term
relationships with our clients and candidates and recognises the value of
People: Our people are experts in their industries. Morson representatives present good communication.
excellence, experience and innovative solutions to our clients. Our greatest asset is
our people and we ensure the right processes are in place to support and develop “By working together we achieve more.”
them. Teamwork is key to our success.

Community: We make a positive contribution to the communities we operate in
and drive sustainability in the industries we work within, providing the skills for
tomorrow, today.

02

Morson Group | Brand Guidelines | Brand Proposition

Brand Proposition

What do we mean by branding? What do we want to be known for?

Our brand does not just refer to the Morson Group logotype. It is also shaped We want to be known for our unique recruitment solutions, supportive
by the impressions and associations that our clients, colleagues and other colleagues and real-world pragmatism; creating deep changes that matter
audiences have about us. Therefore, we must carefully manage our brand for individuals and communities. By aligning the sectors in which we
and, in turn, our reputation. operate, we want to make a profound impact on personal, social and
economic advantage. We refer to this as True Depth.

Why is having a brand so important? Morson’s True Depth

There are clear benefits from having a distinctive brand identity: Morson is an accessible, aspirational recruitment solutions provider with a
Greater awareness and understanding of Morson, our vision and our work deep commitment to mutually rewarding relationships with local, national
Improved credibility as an institution and international stakeholders. Morson has an authentic pedigree and a
long-standing reputation for recruitment innovation and collaboration with
Resulting in: industry. Morson has a pre-eminence in research, advising and engagement
Clearer differentiation from competitors across diverse sectors providing clients, colleagues and partners with the
Enhanced ability to reach our target audiences support and stimulation they need to thrive.
Improved growth ability
Improved life-long relationships

How do we communicate our brand?

We need to communicate what we want to be known for, in order to secure
positive associations with our audiences. In addition, we need to
communicate in a consistent, cohesive manner.

03

Morson Group | Brand Guidelines | Brand Proposition We always try to Continual Growth
communicate real Growth through recession
Brand Proposition world impact in our shows ability to remain profitable
communication
materials

How do we communicate Morson’s True Depth? The first part of the
title is the statement
We will communicate True Depth by clearly communicating the real world
impact of our work. The second part of
the title states the
impact

Real world impact

Real world appointments Tangible impacts upon
and engagement individuals, organisations

and communities

How do we substantiate real world impact? Impact points Text Text
(piano keys) Text Text
By building the Morson reputation through examples of its work in terms of:
Construction Over 40 years Impact point
* Quality and employability experience enables us to
* Unique recruitment solutions Over 40 years adopt to fast paced
* Impact and transformation experience enables us to projects globally
* Accessibility and innovation
3 adopt to fast paced
projects globally

04

Morson Group | Brand Guidelines | Brand Touchpoints

Brand Touchpoints

Brand touchpoints are all the points of contact that our internal and external audiences have with the Morson brand. Examples of these are illustrated below. It
is essential for a brand to have consistency across their brand outputs in order to convey a strong message. A lack of consistency in our brand will dilute our
message and damage our credibility.

Telephone Services
PromoStEipoxeneecacul thIitveeemsGsifts Products
BuPSsuainlbeelssicsParFtoAiomodrnvomestristoisning PacEkaEmgpnilnvoigryeoensmentsProPpuCobsulaisclstoRmelaetrioSnesrvice
Letterheads Leaflets
Presentations
BusineTBsrsialldCbeoaSarUdhrndosisfwosrms
ExWpeNerNbieesetnwiwcteeossrlkeitntegrs
WorWdebofVBoiMacnoenutVeMerhahisilcsles EmOaifElfsixcheibEintvioirnosnment
Signage
Brochures

05

Morson Group | Brand Guidelines | Brand Strategy

Brand Strategy

A brand stategy is a combination of the corporate strategy and objectives, marketing initiatives and design development.

Corporate strategy The core element of a brand strategy is the corporate strategy and
& objectives objectives. This informs marketing and design which are there to support
and give shape to the business character, capability and vision for the future.
Marketing Design
initiatives development Message from the CEO

“

Our brand is highly important because it is how our
company is viewed by our clients and our
candidates. It also affects how we feel about working
here. The Morson integrity has been paramount to
our continued success and in order to maintain this
reputation we must all work together to protect our
brand. We must maintain our promise of best
practice through consistency in both our brand and
service alike.

I am very proud of the business and the culture that
my father created and am dedicated to building on
his success. I ask everyone to act as ambassadors
in representing the Morson brand and support the
marketing department in protecting it.

”

06

Morson Group | Brand Guidelines | Typography and Colour Palette

Typography

In printing and all internal documents Calibri Bold - headline 12px On the web Verdana Bold - headline 12px
Calibri Reg - body 11px Verdana Reg - body 12px

Colour Palette Morson grey scale palette. Using the monotone range will create discreet and elegant graphics.

Morson Blue Morson Red

C: 87 R: 0 C: 0 R: 64 C: 0 R: 128 C: 0 R: 187 C: 0 R: 241
M: 76 G: 0 M: 0 G: 64 M: 0 G: 130 M: 0 G: 189 M: 0 G: 241
Y: 62 B: 0 Y: 0 B: 64 Y: 0 B: 132 Y: 0 B: 192 Y: 0 B: 242
K: 95 K: 90 K: 60 K: 30 K: 5

Morson second colour palette. This colour range is used for emphasis in communications and
can be used in charts, diagrams and other graphic elements.

PMS:288 PMS: 186
CMYK (%): 100, 85, 29,16 CMYK (%): 13, 100, 77,3
RGB: 34, 54, 104 RGB: 204, 19, 50

C: 75 R: 102 C: 70 R: 54 C: 75 R: 58 C: 0 R: 232
M:100 G: 35 M: 15 G: 169 M: 0 G: 169 M: 80 G: 78
Y: 0 B: 130 Y: 0 B: 224 Y: 100 B: 53 Y: 95 B: 27
K: 0 K: 0 K: 0 K: 0

07

Morson Group | Brand Guidelines | The Logos

The Logos

Morson has three logos: Morson Group, Morson International and Morson Projects. These can be used with or without the emblem.

08

Morson Group | Brand Guidelines | The Logo: Colours

The Logo: Colours

Colour Version Mono Version Commercial Version

This is the main colour version for use on This is the mono version for use on This is the unique version for use on
communication materials. It can be used materials such as black and white press materials for Morson Commercial only. Can
with or without emblem (this applies in all adverts and faxes. Can be used with or be used with or without emblem.
colour versions). without emblem.

09

Morson Group | Brand and Visual Guidelines | The Logo: Size and Exclusion Zone Standard logo sizes

The Logo: Size and Exclusion Zone (width of logo)

Our look and feel is driven by use of clear space and a clean, crisp design. Minimum size (print) 18mm
The exclusion zone is the minimum area around the logo that must remain Minimum size (on screen) 75px
clear of text or any other graphic elements. DL (210x100mm) 28mm
A4 letterhead (297 x 210mm) 35mm
Exclusion zone for print A4 (297 x 210mm) 35mm
Minimum size for print: 18mm A3 (420 x 297mm) 60mm
A2 (594 x 420mm) 85mm
Exclusion zone for on screen and large A1 (840 x 594mm) 120mm
format applications A0 (1188 x 840mm) 170mm
Minimum size for on screen: 75px
The exception to this rule is signage and
exhibitions where size may need to be
enlarged to ensure legibility from a distance.

10

Morson Group | Brand Guidelines | Logo Positioning

Logo Positioning

Logo position on document covers

Proudly Certified On internal word documents, the logo should be placed to the top right of
Aerospace Quality Standard pages. One-page templates (1) have the full logo, long document templates
AS9100 revC (2) have the logo emblem only.

Client Relationship
We value good communication
with clients

On document covers, the logo should be placed to the left of materials. It can
either stand alone or be contained within the movable white and red title box.
We have developed examples of how this can look for different
communications - the title box can be moved in order to suit the cover image.

(1) (2)

For word document templates, please contact [email protected].

11

Morson Group | Brand Guidelines | The Red Bar and the Cover Title Box 1

The Red Bar and the Cover Title Box 3

The red bar look links our logo with impactful statements that evidence our 5
unique selling points. 2

The general rules for the red bar and movable box device are as follows: Client Relationship 4
1. The red bar is 5mm in width for all A4 documents. It increases in size
proportionately for larger size documents We value good communication
2. The movable box device can be either red or white in colour with clients
3. The movable box can feed from anywhere on the red line, i.e. top, bottom,
middle. Imagery will influence placement
4. The statement text within the movable box device is calibri medium/bold
The impact text is calibri regular.
5. Although there is not an impact statement in this example, a general rule
is that the statement and impact text should be not longer than eight (8) lines
and no less than four (4) lines. Ideally, the statement text should be the same
length as the impact text.

12

Morson Group | Brand Guidelines | Differentiating Morson Group, Morson International & Morson Projects

Differentiating Morson Group, Morson International & Morson Projects

Both Morson Group and Morson International will follow the brand guidelines using the Morson Red. Morson Projects will follow the brand guidelines using the
Morson Blue.
Both colours are symbolic of the businesses they represent. Red is perceived as being a strong, energetic and stimulating colour, whilst Blue is perceived as
being an intellectual, logical and reflective colour.
The following pages will illustrate how the colours should be used in corporate documentation.

PROJECTS

13

Morson Group | Brand Guidelines | Stationary Applications

Stationary Applications With ComplimentsTel: 016A1d7a0m7s1o5n1H6oFuasex,: C01e6n1te7n8a8ry8Ww37wa2yw, .ESmmaolfaroisrl:doe,nnM.cqaounmirciehse@stemr,oMrs5o0n.1cRomD,REengglNanod. 2714555

Our look and feel is driven by use of clear space and a clean crisp design. www.morson.com
These designs are specific to Morson Group.
With Compliments
Letterhead
Adamson House, Centenary Way, Salford, Manchester, M50 1RD, England
Tel: 0161 707 1516 Fax: 0161 788 8372 Email: [email protected] Reg No. 2714555

www.morson.com

Compliment Slip www.morson.com

If you need to request business cards, letterheads and compliments slips, on
hard or digital copy, please get in touch with [email protected].

Tel: 016A1d7a0m7s1o5n1H6 oFuasxe:, 0C1e6n1te7n8a8ry8wW37wa2yw,.ESmmaolafrosilro:den, nM.cqaounmirciehse@stemr,oMrs5o0n.1cRomD,REengglNanod. 2714555 Business CardAerospacePharmaceutical Shipbuilding DesignGCeEEdT:WO:MGM+:Ca4eMowes4dr5wnso.(M0town0ena1)[email protected],1oorM5nsm1oaAa6nln|.ecMcAhor:demoa+sm4tsSeANP4srptrunoo(r0DcTjnuaae)olceycl1Hcoytna6tloseiu1arnuimgrss7aPe0iEcl7rPosl1edSo5ucy1wcst6rtteiecmrasl Management
Construction
Adamson House, Centenary Way, Salford, Manchester, M50 1RD, England Permanent IT TemporaryGCeEEdTO:WM:G+aM:e4CswodM4oewr.Mn5ns(0wo0tae)[email protected],oBs5olimMneon1uarna6aesl.irncMl|pdcoA:homide+nars4tmgt4Iesnr(o0Ufn)Or1GHta6io1liaisult7sist0eerP7sur1oSPAc5jcre1uotie6cuftenotstrmiMsfeiicoaonntaiavl gSeeermviceenstIndustrialTelecomsIndustrial VerificationQuality Structures
Tel: 0161 707 1516 Fax: 0161 788 8372 Email: [email protected] Reg No. 2714555 Power Defence Rail Mechanical
Turnkey Life-cycle Composites
www.morson.com Design Engineering Process
Engineering Piping

14

Morson Group | Brand Guidelines | Corporate Documents

Morson Group

Corporate Documents PMaornrsaodncPrtoUijeccttsialiltSieoslutPainoradncsUtitcnialiPltioSewsoleurt,iNonusclienarPower, Nuclear

Marketing collateral that is produced will be designed to meet bespoke NnpIeomlediInbmlroadaiisubtluoauVaesiuvtllhptucdciseiiidflilmdotepluciniutuidundmmtmgdosiurtucdsuiaalDaapseooCiennucftlngioslaieuroqtioonnogvooileoetercmnicpnusetorrengepsrvonev*upiittaa*lseunsse,tu*,aoerdapoavnittmerrivenqsuntl,ilteeqmaiiuouuiedcdrriaunqmanfrxtunaepbsrraananiuiuutapqammfeaoaptibacdaiattisaasuteoutmnenteonaquocnemfeumtturaasutp.etvnuisliurqrvltboe,msasgoeaotaEpiesvouqaamlurinscidbatlntaeiptnlaauulinsaeiinu,iiotbmapuddnloabttu,ipeimopnidirosmlseapdoatetstiaannnrtoaiqarrmlasateridqniigoadaisimnetu,nqtilm.poulonbcieusssmioouvteiaqotlaanlu,aaiqtpeeuodidossauqmmscmmusaevdsrlicdrpiuuqmtoeeosiursseuiuadoapuiurndmciveedtsntislueiarntmniiotpoqcidbartvaneismtuipdccnoliltp,uioepumsauoettrtoasvcsieiiaolrepnptsnaoaqopenmtrenuosnsadtedtsnurereerannitusqtisiieaseaesmaartpssqatdtinumaemuqimuretstmemiautautieotteremeusquoaqqimupuefrVlcvihmNnddIImpodomroeu,simllaltuducanong**ef*oCDotsfeoiioieooonidi,vabbesdriqelscaaudeaoaautspsevppaaronnvrirnllsmvuoiesicmuuoauireauuissssltistemmtoutnttailedsseuitiismncuieredcaaiossleiastllppisaaueluuvristdaeuceaenvapivismttuoaecctdc.riiiieuttqtnimoeaspddmbmvvauneiqtoiennuduodstepssdqnuoetp.rautelaleiieoteuuburruflsiissaoedddi,pardsiuooinqesmuenutvtaaaman,lleaevccosaainsruuseuom,caerldurnnngtaoadttumqsptoiioasereumciniiiullsnnpprseaaaettmoooilmamoiietu,soolrrunxauiamggsstcirsetuttonscpnabsstl,suqaaoocedmpdaiiptoieeruasprrehmdonttvdsitavvsuasumrr,iieeouaet,,trnnrslstantieneeeieoiaoeisemuiciaoltr,auptfrnniiiridqtiutserrlt,lttiunltnslemispeiatibqmotteaaaaiduispbilmtumsffgvodspnuiatvruuinaarttdcepet.eoiuoreiiinotetombimstmmiasdccauuou.aaraasa,lmlalnoieuaeeugibttrlurasqomttuuuneledcsorrtepm,pppinollpuauabtssoaasrueonvaitcttta.ttea,liaaaatesaaaanbbsiaqlisosqvmbEedqucoenncrtusootueonusppneonsutdinddetrrrqaaqplpillindrpaaeaquitnaiiaudauntuqqierpiemunimoupommsoimaiiiouurtollartaoataniiiutudiioooqqreuelavmdbmnsaamrsamindduusesoomtoiedis,tqusiimessaslelssdqmmevoNtueuesveeqcnmqodmoupeprraepiinIeqiicciueoimppuitelnnaleordoeaimrattuputtanbiiiinaaieccenrsotasssanttmpoiaitcsutDsaettuttcdttluCdiaaitrmussafierroeesoiaenegrpoauaaitlueeoaeuuss,bpotdconmnmsedeltenomiccfcsspetnocnnqdietnepeusmmanadeviutd*iuueeptvapu,r*dttuuusamtegs*ademdeuuiiasaq*stavrrootroossspue*criveticfft*iomsleeqssatiapueulruieeuriddienndddUviaaaqnuqnlvdtnlueraasuonusilsurrrsmaaiiaantooongvuribuupuootsseimsiioxqqmeqtrdnacimpaatiauudslealraetotaseabtiiloaupnoruuuueihuotnatteeaeneattolnolemnccrdis,milise,driapeiasstiprtaav..msittnvvelicruuiqoqtseurnaoe,vmttsbsafaioosirusmpeeiilinivmcvssuuiiluqmmembaaea,nrinsfesmosdilttdelliaeiop,,aumgiiriueeetirutnubscdeitdmaaritemudoprnblniocsseapi,iemsussqsueiosomeitqtdsis,rseelaiitaos,,qtutteesccmuattmutnrealriaauimrirepetn.snuseiiidqsnhgpaaeldaadutimattaiaqtttaEoaaa.pouoiintssciaustro.csvc,lbtauqnont?uutnlanu,aatoloiemuooteoapudsattttscmmanlvQsrdiirrnduleaioaatoieaniuseiaqdidpumxtrntiveotptuieluue,aiitiliiolqamabdobatminosmeuepaqlueiirevauodnsttsrusreuiissoordnponaocatpqsiinqmeulsedtisnimeuoeaitdusqdcmeaneoisrarisanniuitpuoouimqmtreteameqtdccaciiellmeupqsoequtopiautstamoeuurcadiuaanomrsuoivssadirescoaumaesps,nnebiseltmttmmpsoqdqtusrieeousueitloirueueptaottoer.isanmaqfbuvnicftfdpdnsLeaetvituoeaandC*onlUg*Imon*n*Nd*pefD*cpirdiialretsaeasqlecaeiubtaaiovoeepptiievvmcuornboeutamiacaaoiltiissusaastoenilttrnntieuttxiprounaceacuedcmeaiataiiassiaruqvrludtisdpnasdavtibtislsuncalpa.oatiuiuavqiiemudueesmmsneusodeaoiqsnceihisdutqvtfterstdulatoeildufrrulraluuetd,mieioidtiuiooiqeevrinificsuaaol,nfacesdsrbniiassuusntlunoeurloustdmieaocumqmtomueuiciingpbatslngtolatelmdmtaimartuoeourinimlnqpsptiiteteoeuoiniseopaunt,bituqaasgdaphioutou,aaaasmssesslomsttovsorumeueiiutilsl.arsnseqttnave?lntoaiareiderriti,ttpnrtriitosedesumitaqre,tnt,urcleo,sainartiQeeaesnridlittuamoovaimspeslpqsaataqlsinedicselfu.ootnitdnuiaeatuaxmtuceasdoneouriildtaimrtcimaiuiciauanrndgimalcrouivtueeepaeecptbtim,inhtua,esttassouuepstvolciaaesalalevtesaqrssi.tio.vmbuaidairabonequudtusoonEdetncoltuteurmqopplpoiinrqdeurtmnuaadcunreloralqtuaimpioesiotiqiiartotnioauamatuaaaaniicuiloleoamaitmomtanutsiosqainuelsbmoarebdtidutquesirmemindesqv,oeosisuessqsmlsomeuq.prfaeadecqqfduielrouiLoiuicimepucpuieanavcatsiistpntoiasciientaecnseocsttdircmeitltebdatenstuiiaseiroaabcpmoatisdneocsutotitnnseeramiautsdnpdfnvpedamdmfsdeesatoooiurseecuiiqoreatopmlrlstvdlfiauosuuilasnetdioseqotropramusdraiacslesualstitoiuunuaihtimauameaiolnretsitpeiettaectisctoitsastb.s.svirummliliilsiaceaaessoetvsdeiiubsstinarllir,ompiaelteasooatqserlarsqsutirecvucir,teectupaedeahinitaettaolcsiaai.qtssoqluteuuntniedi
needs. However, all content produced will have a consistent style that makes
our brand recognisable, engaging and impactful.

Most document covers are Proudly Certified
designed in greyscale (black
and white) - this creates Aerospace Quality Standard
impactful images which bring AS9100 revC
out the red or blue in our
branding. “tPqeJuumoodyaeeGnrsfrdeeearreueenmrcehtpaeuelurgemhnseetBettuAm“qtJprePo?ua(.mHuy.oI”ptdoaGeeoantrsrrunsfeeeerd)cerriaAeelunleirsnmhcetiacimpoetleguauhrtnmeioeBsenttAuterpm(?Ha..”opItnoasrtue) rcAeinllsiicmtioation 65%Scipaospnaeenrnudipadteea. lsesnutm, 65%

PAAreoSr9uo1sd0pl0aycrCeeevQCrutiafiliteydStandard Saperupt assum,
cone ni delent
ipsandae.

Further details from
FxTux:rx+txh4eE4rn(dq0eu)t1iar6iiel1ssxT7fSrx:0ox+e7mx4rv14Ei5cn(1e0q6)u1iE6ri1e: sx7xS0x7exr-1ve5inc1qe6uirEie:[email protected]@morson.com

Where possible, reinforce the red or blue bar to
enhance document branding. You can also use piano
keys (examples on page 4). Ensure the page is clean
and that you avoid text heavy pages. Text can be split
up with quotes.

15

Morson Group | Brand Guidelines | Images

Images Image Style

Freestanding images and photos placed in documents should follow the The corporate imagery for document covers is clear and modern. The black
same proportional rules: that means the image can be placed in a square or and white images must have a balance in both contrast and brightness.
rectangle format as detailed below:

1x1

1x2 The black and white images may
be used in both vertical and
horizontal formats.

If you need a cover image for a
presentation, report, or any other
document, please get in touch
with the marketing team
([email protected]) and
we can help you to source and
edit an appropriate image.

16

Morson Group | Brand Guidelines | Presentation Documents

Presentation Documents

Design elements such as the red bar are represented in presentation documents. This element has been extended to be flexibly used with other colours as part
of supporting graphics. Organisational charts and graphs can make use of the second and third colour palettes.

Presentation cover slides are bespoke and are designed to be as visual as
possible whilst incorporating the red bar and similar logo positioning to that
used in brochures.

Presentation documents and indeed any touchpoint we have with our clients,
colleagues and other audiences, leave an impression and it is important that
we secure a positive one. Therefore, we must communicate in a consistent,
cohesive manner through standardised PowerPoint presentations,
organograms, diagrams, case studies and tender documentation, etc.

Animations and transitions make it For further support contact the marketing team on
possible to bring covers and other [email protected]
slides to life.

17



Morson Group | Brand Guidelines | Promotional Items

Promotional Items

A variety of items are available to you, please email your requirements to [email protected].
If you have specific requirements for executive gifts or items for high-level clients then please get in touch with marketing directly to discuss the options available
to you.

19

Morson Group | Brand Guidelines | Exhibitions

Exhibitions

Exhibitions and trade shows are a perfect opportunity to engage directly with both potential candidates and clients. In order to stand out from the crowd, banners
and exhibition stands have been redesigned with the new brand guidelines. If you need help organising any items for events, please get in touch with
[email protected]

Roll-up Banners Exhibition Stand

Each office will be allocated with at least one roll-up banner. There will be Our new exhibition stand suite consists of a main stand, with a connecting
both generic and sector specific banners available; if you have specific table and integrated door leading to a storage area. Additionally, there are
requirements or are in need for a customs banner, the marketing department two plinths and a flat screen TV with USB connection.
will be happy to send you a quote and manage the design and order process.

20

Morson Group | Brand Guidelines | External Communication and Social Media

Social Media

The internet has a couple of simple rules: your message can be seen all around the world and everything leaves a footprint. It is important to keep this in mind
when using the internet and social media platforms to promote Morson.
For social media enquiries please get in touch with [email protected].

Newsletters and External Communication

If you would like to develop a sector specific newsletter, informing your audience of the latest news impacting your sector, please contact [email protected].

Press and Media

Please direct all press and media communication directly to [email protected].
Please do not provide any comment to press or media outlets without first speaking to Morson’s PR and Communications team.
If you have some Morson news that is worth shouting about, then get in touch.

21

Morson Group | Brand Guidelines | Tips for Clear Writing

Tips for Clear Writing

The content of any document, email or advertisement produced by Morson employees projects an image of the company to its target audience. First
impressions count, and our communication skills are constantly being judged. It is vital that we produce writing that conveys our messages clearly.

Please see a few tips below that will help to keep writing consistent and clear:

Know your reader Ten top tips for writing well
1. Know your reader
We are all prone to becoming trapped in our own little world of ‘getting the 2. Know what you want to say
document done’; yet writing like that does not consider the reader and is 3. Be direct
unlikely to succeed in its objectives – if it is read at all. To ensure you get your 4. Use an active voice
message across, ask yourself: WHY am I writing it? WHAT am I trying to 5. Keep it short and simple
say? WHO am I saying it to? 6. Stick to one sentence, one idea
7. Keep paragraphs short
Know what you want to say 8. Use subheads and summarise the content
9. Edit, then edit again
Follow the ‘Five W’ rule: what, when, where, why, who (and occasionally 10. Proof read
‘how’ but it ruins the alliteration). Address each of these in the opening
paragraph of your document or email to ensure the key points are clearly
outlined from the start.

The central readability principals are:

Be direct
Use the active voice
Keep it short and simple
Proof read your email or document before submitting

22

Morson Group | Brand Guidelines | Tips for Clear Writing

The importance of punctuation Morson IS, not Morson ARE

Comma problems This is a common mistake when writing or talking about a company. A
Punctuation can dramatically alter the meaning of a sentence, and in some company is a singular verb and should be matched to a singular noun, i.e.
cases it can even save lives: ‘Morson HAS important core values…’ or ‘Morson IS an engineering
recruitment company…’ rather than ‘Morson HAVE important core values…’
Let’s eat, Grandpa! or ‘Morson ARE and engineering recruitment company…’
Let’s eat Grandpa!
Morson NOT Morsons
Think about how your sentence would sound when read aloud. Punctuation
helps to give meaning to a sentence and is an essential tool when writing for Morson Group, Morson International and Morson Projects should always be
business. referred to in full before being referred to as the shortened version, Morson.
For example: ‘The technical recruitment specialist, Morson International
(Morson)

Apostrophe catastrophe Spellcheck

In English grammar, the apostrophe is used to indicate either ownership or Whilst the spellcheck tool is useful to refer to, please ensure you have it set
an abbreviation. to English (UK) rather than English (American).

If you are (or you’re) in any doubt, then a simple grammar check using
Google should confirm any queries.

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“A brand is the set of expectations,

memories, stories read, and relationships
that, taken together, account for a consumer’s
/ client’s decision to choose one product or
service over another”

“Brands are like people, we remember the

interesting engaging ones”

“A brand is a living entity, enriched or

undermined over time, the product of a
thousand small gestures”

For marketing enquiries, please contact
Morson Group marketing team
by phone
+44 (0)161 707 1516
or by email
[email protected]

26

Morson Group | Brand and Visual Guidelines | Internal Marketing Processes

Advertising and Promotional
Types of promotional activity: Press advertising, social media, search engines, websites, banners, billboards, sponsorships, events, radio, e-mail marketing

and signage etc.
For client recruitment advertising, individual sectors are responsible for creating and publishing text-only and text-and-logo-only recruitment job adverts.

The Process:

Email [email protected] with the request. Please note, requests should be sent at least two weeks before deadline.
Within 48hrs of request, a member of the marketing team will make contact to take a full brief.
Information to have prepared: promotional activity type, target audience, content, budget, contact details, dimensions, format and deadline details.

Marketing Collateral
Types of Marketing collateral: Infographics, leaflets, flyers and brochures etc.

The Process:

Email [email protected] with the request. Please note, requests should be sent at least two weeks before deadline.
Within 48hrs of request, a member of the marketing team will make contact to take a full brief.
Information to have prepared: promotional activity type, target audience, content, budget, contact details, dimensions, format and deadline details.

Imagery and graphic design
Types of imagery and design: Logos, sector images, document covers, personnel images, model/diagram designs and icons etc.

The Process:

Email [email protected] with the request. Please note, requests should be sent at least two weeks before deadline.
Within 48hrs of request, a member of the marketing team will make contact to take a full brief.
Information to have prepared: Objective of supporting imagery, message being conveyed and deadline details.

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Morson Group | Brand and Visual Guidelines | Internal Marketing Processes

Branding

Brand touch points are all the points of contact that internal and external audiences have with the Morson brand. Morson branding will be
incorporated and used on any marketing item. However, specific branding requests may arise from requests such as letterheads,
business cards, email signatures, vehicles and clothing etc.

The Process:

Email [email protected] with the request. Please note, requests should be sent at least two weeks before deadline and time must
be allowed for delivery from suppliers.
Within 48hrs of request, a member of the marketing team will make contact to take a full brief.
Information to have prepared: where is the branding being used and deadline details.

Website
Types of website content and changes: Imagery changes, news items, office location changes, personal detail changes, text changes, clients

pages and featured job requests etc.

The Process:

Email [email protected] with the request. Please note, requests should be sent at least two weeks before deadline. Please allow time for updates
and changes to be made.
Within 48hrs of request, a member of the marketing team will make contact to take a full brief.
Information to have prepared: new details and deadline details.

Printing
Types of printing requests: Folders, invite cards, canvasses and posters etc.

The Process:

Email [email protected] with the request. Please note, requests should be sent at least two weeks before deadline. It is important to note, some printing
requirements are outsourced, therefore allow time for delivery.
Within 48hrs of request, a member of the marketing team will make contact to take a full brief.
Information to have prepared: quantity, paper type, size, format, dimensions and deadline details.

25

Morson Group
Adamson House
Centenary Way, Salford
Manchester, M50 1RD
United Kingdom
www.morson.com

For any brand enquiries, please contact Morson Group’s marketing team by phone +44 (0)161 707 1516 or by email [email protected]