Core Brand Principles - Equiniti
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EQ Core Brand Principles

Brand guardianship is about sharing our knowledge, using company-wide synergies in the most efficient way to ensure continuous brand-building.

To guide you through the EQ brand, we have a dedicated brand team that is happy to assist if you need any help. Please contact us at

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It’s important that at EQ we have a well-defined and consistent brand strategy which is key for building trust and maintaining our reputation, we should portray the authenticity of our brand in everything we do.

We aim to emphasise consistency across all elements that make our company unique across geographies, divisions, and functions. By using the EQ Brand Centre and its associated guidance, tools, and materials, means we will achieve this. It saves ambiguity, makes things much more efficient and gives us strength in our brand. Staying consistent increases our impact and contributes to our reputation both globally and within our local markets.

Here are four core principles that will help keep us on track:


It starts with the EQ Dot – brandmark creation and trademarking

To protect our reputation and corporate image, it is important to protect our name and logo. This means, that we need a cohesive approach on how we allow the ‘EQ’ name and brandmark to be used and ensure that we are not diluting our brand mark with excessive reproduction of new brandmarks both internally and externally.

What if I want a new logo?
EQ now follows a strict no-logo-policy and uses the EQ Dot brandmark only for the corporate brand. Other brandmarks (such as team, project, or department logos) will not be created, even for internal use. These types of "sub brands" dilute the brand structure and vie for attention and resources in competition with our actual products, it’s also very confusing given the structure of our business. However, what we will use for visual identification instead of a logo is now referred to as a ‘typographic treatment’/lock up, an example of which can be [found here].

What about trademarking?
As we now a FTSE 250 company and function on an international basis, it’s more important than ever that any new business or products names are directed through We will then work with the legal team to ensure we can gain the right protections for EQ within the trademarking categories we operate in.


Quality is key – Visual consistency

It’s important that we are consistent in our communication and experience across all visual applications – print, digital, social and events.

We set design standards by adapting and applying best practices and modern thinking. EQ should be:

• Simple and unfussy – using minimal and reduced elements, not overcrowding or using items to fill a space unnecessarily

• Elegant and bright – using vibrant imagery and lots of white space and aiming to keep text to a minimum

• Functional and clear – ensure that what you’re creating has a clear purpose, keeping content concise with strong call to actions and a clear visual hierarchy

EQ is defined by how our audiences connect with us. Our editorial perspective focuses on telling stories, focussing on real and uncontrived situations and environments and how we do things.


Keeping the brand agile

As a company with an international reach, we need the ability to be agile in our brand approach to quickly adapt to market changes, both internally and externally. As markets can grow and pivot rapidly, flexibility is crucial to meet our customer demands and the brand is at the forefront of this.

To keep up with business trends, innovation and marketing solutions, we take a holistic approach to evolve the brand in a gradual way. We will release an updated set of guidance [once a year] via the EQ Brand Centre – this will no longer be available in a downloadable or PDF format to ensure everyone can keep up with the latest changes.

All best practice imagery, assets and templates will be available via the brand library,, please refer to the library on a regular basis for new items. You will require login credentials to access this which can be requested by clicking ‘request account’ on the home page.


Keeping things running smoothly – brand process

All EQ brand projects should be booked in with the Creative and Brand team via the workflow management system EQ Smartbox ( -– You will require login credentials to access this system which can be requested by clicking ‘register as new user’ on the home page.

This allows the brand team to ensure we keep the consistency we’ve talked about in the previous points.

If anything has been created outside of the brand team you must seek brand approval – by emailing with full details of the project, allowing sufficient time for the team to review and respond. We will endeavour to respond as soon as we can, but please allow 48 hours for a reply.

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