Bentley approached us to redevelop their brand communication guidelines for various user groups from around the globe, including Bentley employees, dealers and third parties. The communications needed to be consistent, creative and, most importantly, distinctive.

 

At the core of Start's work was fundamental strategic thinking about the true essence of the brand. We audited the brand and its values and distilled them into a little book. We also produced extensive guidelines covering all areas of communication and made them available online as a centralised resource.

 

Darren Whittingham, executive creative director at Start, said, "The idea was to create a link between Bentley’s product, which itself sets the highest standard in building hand made, powerful, luxury Grand Touring cars, and the way they communicate in order to achieve improved and more consistent brand standards, across the globe."

 

We created two sets of brand guidelines for Bentley. The first covers every building block of the brand, such as logo, colour and tone of voice. The second shows how these fit together across various applications, such as printed communications, stationery and advertising and digital media.

 

Lindsay Butler, brand communications manager at Bentley, said, "The guidelines have provided us with the relevant tools that have enabled us to add real value to the business."