Brand look
About our look
Our look is bold, intriguing, relatable and aspirational. We use our colour, photography and our question mark to make people think. We always focus on the positive and we keep it simple.
Welcome to Which?
Using our logo
- Where possible, the logo should be grounded to the edge
- Use it proudly — it's said 'consumer champion' for 60 years
- When set over the same colour or tone, put a white keyline around the box so that it stands out
- Don't apply gradients, tints, 3D effects or emboss
- Don't let anything touch, overlap or sit inside the box
Minimum logo sizes
Keep it legible, don't go smaller than this:
Print: 16mm x 10mm
Digital: 82px x 50px
Mobile: 70px x 45px
Logo with sub-brands
Reach and acquisition: External media
- Strive to use the sub-brand call out to help drive awareness of the service.
- In digital/interactive media: The sub-brand call outs will get lost in small spaces. Land the sub-brand in the copy messaging – normally in the call to action.
Onboard and retain: Our channels
- Once people have landed on a web page, or signed up to a service, we don’t need the sub-brand call out in the logo lock up.
- At this point Which? should feel like one, seamlessly connected brand.
- The content of the communications will tell people which service they are using.
Colour
C0 M100 Y100 K0
R227 G6 B19
C0 M0 Y0 K0
R255 G255 B255
C84 M68 Y62 K77
R5 G23 B29
C50 M90 Y0 K0
R150 G54 B139
C72 M84 Y0 K0
R105 G64 B146
C5 M92 Y42 K0
R224 G42 B136
C2 M98 Y42 K0
R227 G16 B90
C84 M76 Y0 K0
R72 G75 B154
C69 M19 Y0 K0
R66 G165 B221
C71 M0 Y22 K0
R32 G183 B202
C79 M4 Y45 K2
R0 G166 B156
C72 M5 Y95 K0
R76 G168 B62
C51 M2 Y94 K0
R146 G190 B52
C24 M0 Y94 K0
R210 G214 B21
C0 M21 Y88 K0
R254 G204 B39
C0 M42 Y92 K0
R246 G163 B28
C0 M69 Y87 K0
R237 G106 B44
C1 M1 Y1 K0
#FAFAFA
C3 M2 Y2 K0
#F5F5F5
C5 M4 Y4 K0
#EEEEEE
C11 M8 Y9 K0
#E0E0E0
C26 M21 Y21 K0
#BDBDBD
C41 M33 Y34 K1
#9E9E9E
C55 M47 Y46 K12
#757575
C61 M53 Y52 K23
#616161
C67 M60 Y59 K45
#424242
C72 M66 Y66 K73
#212121
C6 M3 Y3 K0
#ECEFF1
C18 M9 710 K0
#CFD8DC
C31 M18 Y17 K0
#B0BEC5
C46 M28 Y26 K0
#90A4AE
C57 M35 Y32 K2
#78909C
C67 M42 Y36 K6
#607D8B
C71 M48 Y47 K13
#546E7A
C75 M55 Y47 K24
#455A64
C78 M60 Y53 K38
#37474F
C80 M65 Y58 K56
#263238
Fonts
- The Stag font family is our brand font and should be used wherever possible
- Make your typography clear and readable, not ‘shouty’
- Use as few faces as you can
Other fonts
Only use these in certain circumstances
Print use
— for body copy in certain parts of our magazines
— for tables, graphs and diagramsDigital use
For Which? employees
Use for internal, client and member communications – emails, HTML emails, Word documents, PowerPoint presentations etc.
Style principles
Using the question mark
Use the graphic route for everything that is driving an action (pushing to other services, call to action box)
Using photography
Use for brand messaging and anything that isn‘t driving a direct call to action.
Photography
A CAPTURED MOMENT
Ensure the image feels like a real, human moment.
Intriguing, relatable and aspirational. It should focus on the positive rather than the negative.
Keep itSIMPLE
Ensure the image isn’t too cluttered or complicated to decipher.
Our image should be clean and distinct, even from a distance. It should be depicting a single, clear story.
A keyACCENT COLOUR
Ensure the image has a key colour that stands out.
It should focus on one vibrant colour close to the Which? colour palette, which must add vibrancy to the image.
How we look
We avoid
- Showing people in a studio environment
- Showing unrealistic images
- Showing people posing/smiling directly at the camera
- Showing images with an effect such as a motion blur
- Treating images with any kind of effect such as a colour wash or noise vignettes
- Too much of one or multiple dominant colours
- Putting a human face to Which? services that aren’t customer-facing
- Being cold and austere
- Showing anything old-fashioned or twee
- Clichés
- Showing anything that looks staged or set up
- Showing imagery that’s too cluttered
Treating colour
If you have to change an image to work with a previously set headline colour, just retouch the image so it’s closer to the colour palette.
Feel free to add vibrancy to make the colour pop. If an image is missing a dominant colour, add it in retouching, but keep it natural.