THE William Hill Brand GUidElinES.

THE William Hill Brand GUidElinES.
THE William HIll
Brand GUIDELINES.




Version 1
May 2011
THE William Hill Brand GUidElinES.
The william hill brand guidelines
    Contents


                                                                  3   The Logo                                           44 DESIGN ELEMENTS
                                                                  4		 Logo                                               45 		 Typefaces
                                                                  5 		 Which logo to use where?                          46		 Colour palette - corporate
                                                                                                                         47		 Colour palette - retail
                                                                  6   The Group Logo                                     48		 Gradients
                                                                  7		 The logo
                                                                  8		 Space and size                                     49 BUSINESS COMMUNICATIONS
                                                                  9 		 Placement                                         50		 Stationery - group
                                                                  10		 Using group logo on internet banner advertising   51		 Stationery - online
                                                                  11		 Online banners                                    52		 Stationery - customer communications
                                                                  12		 Logo - colour palette                             53		 Letterhead
                                                                  13		 Examples                                          54		 Compliment slips
                                                                                                                         55		 Business cards
                                                                  14 The Online Logo                                     56		 Press release
                                                                  15		 The logo - business communications                57		 Email sign-off
                                                                  16		 Space and size                                    58		 PowerPoint presentations
                                                                  17		 Placement                                         59		 Word document
                                                                  18		 Examples
                                                                  19		 The logo - customer communications                60 DOWNLOADS
                                                                  20		 Online banners                                    61		 Logos - group
                                                                  21		 Logo - colour palette                             62		 Logos - online
                                                                                                                         63		 Logos - promotional
                                                                  22 The Promotional Logo                                64		 Logos - call to action
                                                                  23		 The logo
                                                                  24		 Space and size
                                                                  25		 Placement
                                                                  26		 Placement including customer contact points
                                                                  27		 TV advertising
                                                                  28 		 Logo - colour palette
                                                                  29 		 Examples

                                                                  30 USING THE CALL TO ACTION AS A LOGO
                                                                  31		 williamhill.com
                                                                  32		 Space and size
                                                                  33		 Examples

                                                                  34 USING THE LOGO
                                                                  35		 Which logo to use where?
                                                                  36		 Do nots
                                                                  37		 Sponsorship ident and sub-brands
                                                                  38		 Online products
                                                                  39		 idents and sub-brands - design guidellines
                                                                  40		 Apps - icons
                                                                  41		 Apps - do’s and don’ts
                                                                  42		 Apps - design guidelines
                                                                  43		 Gold campaigns




       Email brand@williamhill.co.uk for any additional advice.
2
THE William Hill Brand GUidElinES.
THE Logo.
THE William Hill Brand GUidElinES.
The logo
    Logo


       This is the William Hill logo. It is unique
       and the most important visual element
       of the William Hill brand.

       Do not try to alter or recreate any
       aspect of the logo. Use only the
       logo which has been approved.


       There are three slightly different logos
       for different uses -


       The Group logo
       William Hill Group operate the retail
       estate in the UK and Ireland. With over
       2300 shops William Hill is the largest
       bookmaker in UK. This logo should be
       used on formal communications across
       the group, such as shop fascias,
       and on the website. It should also be
       used on business communications and
       for all online customer facing comms
       (whether printed or online). See page 5.


       The Online logo
       William Hill Online is officially a separate
       business. This online logo should
       ONLY be used on formal business to
       business communications. All customer
       communications for the online business,
       whether printed or online should use the
       group logo. See page 5.


       The Promotional logo
       A combination of the group logo with
       our strapline ‘The Home of Betting’.
       This device should be used on all group
       customer communications e.g. Retail
       posters, press adverts, TV ads. See
       page 5.


       On international communications the
       Group logo should always be used.




       Email brand@williamhill.co.uk for any additional advice.
4
THE William Hill Brand GUidElinES.
The logo
    Which logo to use when?


       To the right are some examples of
       which logo should be used when. This
       is not an exhaustive list.


       William Hill Group
       The group logo should be used on all
       business to business communications                        William Hill - Group                   William Hill - Promotional            William Hill - Online
       and all customer communications for                        See page 06                            See page 22                           See page 14
       the online business.

       There are also instances when this logo                    Business communications for group      Promotional customer communications   Business communications for online
       should be used to promote the brand                          Stationery                              Shop posters                         Stationery
       across retail and online.                                    Business cards                          Coupons                              Business cards
                                                                    PowerPoint documents                    Till toppers                         PowerPoint documents
                                                                    Word documents                          Leaflets                             Word documents
                                                                    Press releases                          Dispensers                           Press releases
       William Hill Promotional
       The ‘Home of Betting’ strapline should                                                               Scratch cards
       be used on all group communications                        Head office communications for group      Statutory notices                  Head office communications for online
       that are visible to customers.                               Signage                                 Shop screens                         Signage
                                                                    Posters                                 William Hill TV                      Posters
                                                                    Training material                       Press adverts                        Training material
                                                                    Staff magazine                          TV adverts
       William Hill Online                                                                                  Promotional material
       The online logo should be used on all                      Sponsorship events for group              Shop staff uniforms
       business to business communications
                                                                    Idents                                  Direct marketing
       from the online arm of the business.
       All promotional material for online                          Awards
       should use the group logo.                                   Trophies                             Shop staff communications
                                                                    Perimeter boards                       Posters
                                                                                                           Staff briefers
       In some situations it might not be clear                   Shareholder communications
       which logo should be used. In these                          Annual report
       circumstances contact the William Hill
       Marketing department for guidance.                         Retail design communications
                                                                    Shop signage
                                                                    Shop fittings
                                                                    Vehicle livery

                                                                  Online communications
                                                                    Printed customer communications
                                                                    William Hill website pages
                                                                    Online banners
                                                                    Affiliates

                                                                  Other
                                                                    International communications




       Email brand@williamhill.co.uk for any additional advice.
5
THE William Hill Brand GUidElinES.
THE GROUP LOGO.
THE William Hill Brand GUidElinES.
The group logo
    The logo


       The William Hill Group full colour logo
       is always a combination of William Hill
       yellow and white. This is essential to
       protect and promote the brand identity.


       Background
       The logo should sit clearly and legibly
       on the gradient background.

       Due to bugetary or technical conditions
       there may be occasions when it is not
       possible to use the full colour logo or
       the blue gradient background. In these
       instances the black or white logo can
       be used.


       Adhere to these specifications to ensure
       consistent representation of the brand.

       Do not try to alter or recreate any
       aspect of the logo. Use only the
       logo which has been supplied and
       approved.




       Email brand@williamhill.co.uk for any additional advice.
7
THE William Hill Brand GUidElinES.
The group logo
    Space and size

                                                                                                    Clear space
                                                                                                    Based on a formula using the letter ‘I’
       The William Hill logo needs clear space                                                      as a consistent measurement tool.
       around it at all times. The right amount
       of space will give the logo room to
       breathe and make the necessary
       impression.
                                                                                                                                                                      Measuring line

       Preferred clear space
       On customer communications preferred
       clear space requirements have been
       established to ensure prominence and
       clarity of the William Hill logo.

       This clear space zone is based on a
       simple formula using the letter ‘I’ as a
       consistent measurement tool.
                                                                                                                                              Preferred clear space
       Minimum clear space
       Use this formula ( the letter ‘a’ as a
       consistent measurement tool ) when
       available height is restricted.


       Minimum size
       Do not reproduce the logo smaller
       than 30mm across, including the clear
       space.


       Minimum size - online
       Minimum size for use online is 120px.


       When space limitations dictate the use
       of a reproduction size that is smaller
       than recommended, contact the William
       Hill Marketing department for approval.                    Clear space                                                                 Minimum clear space
                                                                  Based on a formula using the letter ‘a’
                                                                  as a consistent measurement tool.




                                                                                                                                                     Minimum size



       Email brand@williamhill.co.uk for any additional advice.
8
THE William Hill Brand GUidElinES.
The group logo
    Placement


       Portrait placement
       On portrait documents the William Hill
       logo should be centrally aligned and sit
       at the bottom of all communications.

       Use the preferred clear space
       formula to ensure precise
       positioning.


       Landscape placement
       On landscape documents the William
       Hill logo should be right aligned, sitting
       at the bottom of all communications.

       Use the preferred clear space
       formula to ensure precise
       positioning.



       Exceptions                                                 Clear space
                                                                  Nothing should sit within
       When space limitation or imagery                           the clear space.
       dictate, it is possible to alternate the
       logo’s orientation, e.g on a landscape
       document position the logo centrally. In
       these situations contact the William Hill
       Marketing department for approval.


       The logo should always be right aligned
       with the exception of the sportsbook
       and on shop fascia boards.




                                                                                                Portrait




                                                                                              Landscape




       Email brand@williamhill.co.uk for any additional advice.
9
THE William Hill Brand GUidElinES.
The group logo
     Using group logo on internet banner advertising


        This is the William Hill logo, with the                                                                          Clear space
        web call to action. These should be                                                                              Based on a formula using the letter ‘I’
                                                                                                                         as a consistent measurement tool.
        used together on all online banners.

        The correct amount of space will give
        the logo room to breathe and make
        the necessary impression. It has been
        designed as a logotype and should not
        be recreated.

        Use the layout most appropriate to the
        dimensions of the banner.

        The William Hill logo should never be
        left aligned.

                                                                                                                                                              Minimum clear space
        Minimum clear space                                                                   Call to action
        Use this formula ( the letter ‘I’ as a                                                This should never exceed
        consistent measurement tool ) when                                                    the width of the logo.
        space is restricted.


        Minimum size - online
        Minimum size for use online is 120px.                                                                              Clear space
                                                                                                                           Based on a formula using the letter ‘I’
                                                                                                                           as a consistent measurement tool.
        When space limitations dictate the use
        of a reproduction size that is smaller
        than recommended, contact the William
        Hill Marketing department for approval.

        For more details regarding designing
        online banners see page 11.


        When using the international web call to                   Call to action
        actions the same rules apply.                              This should never exceed
                                                                   the height of the logo.




                                                                                                    williamhill.it
                                                                                                                                                          International call to action




        Email brand@williamhill.co.uk for any additional advice.
10
The group logo
     Online banners


        William Hill advertise across the internet                 correct use   incorrect use
        on 11 different sized banners. These
        are customer communications so the
        William Hill Group logo should always
        be used.


        In addition to the William Hill Group
        logo, the web call to action should be
        used. See page 10 for details.




        Email brand@williamhill.co.uk for any additional advice.
11
The group logo
     Logo - colour palette


        When using the William Hill Group logo,
        these are the approved colours.

        The colour palette is available as a CS
        swatch on request.                                         William Hill Dark Blue
                                                                   Pantone® 534
                                                                   Print:      C100 M85 Y35 K30
                                                                   Screen:     R0 G48 B86




                                                                   William Hill Light Blue
                                                                   Pantone®
                                                                   Print:      C75 M23 Y0 K0
                                                                   Screen:     R34 G155 B211




                                                                   William Hill Light Yellow
                                                                   Pantone®
                                                                   Print:      C0 M15 Y100 K0
                                                                   Screen:     R255 G213 B0




                                                                   Black                          White
                                                                   Pantone®                       Pantone®
                                                                   Print:     C0 M0 Y0 K100       Print:     C0 M0 Y0 K0
                                                                   Screen:    R000 G000 B000      Screen:    R255 G255 B255




                                                                   Silver
                                                                   Pantone®   877
                                                                   Print:     C0 M0 Y0 K30
                                                                   Screen:    R197 G197 B197




        Email brand@williamhill.co.uk for any additional advice.
12
The group logo
     Examples




                                                                   KICK OFF
                                                                   WITH    VE.
                                                                   SH ARESA
                                                                                             ry
                                                                                 money eve
                                                                   Save a little reach that final goal.
                                                                   month and




                                                                                                                                  Mr John Smith
                                                                                                                                  Company Ltd
                                                                                                                                  No.1 Building
                                                                                                                                  A Street
                                                                                                                                  A Town
                                                                                                                                  A City
                                                                                                                                  AB12 3CD



                                                                                                                                  13 January 2011



                                                                                                                                  RE: Subject
                                                                                                                      E
                                                                                                          OPTION PRIC


                                                                                                                                  Dear Mr Smith

                                                                                                                                  Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus eget dolor et magna fermentum venenatis id vitae velit.
                                                                                                                                  Aliquam erat volutpat. Sed mi tellus, ullamcorper quis viverra commodo, tempus quis magna. Sed ut urna sed augue mattis
                                                                                                                                  hendrerit. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Mauris at ipsum orci, nec
                                                                                                                                  congue tortor. Curabitur eu erat mauris, nec mattis massa. Vestibulum libero orci, vulputate vitae condimentum eu, dignis-
                                                                                                                                  sim nec risus. Curabitur sapien massa, aliquet id vehicula id, congue ac nisi. Nunc venenatis volutpat libero. Etiam et ante
                                                                                                                                  leo, sit amet viverra lacus. Aenean sollicitudin facilisis risus, in suscipit ante iaculis eu. Fusce condimentum porta est eget
                                                                                                                                  adipiscing. Cras in varius massa. Proin viverra eros id purus dapibus imperdiet. Nam rhoncus magna eu urna interdum sed
                                                                                                                                  varius magna rutrum. Donec ut elit ac erat vulputate porta quis et libero. In hac habitasse platea dictumst. Maecenas a est
                                                                                                                                  eget elit semper euismod eget sed risus.

                                                                                                                                  Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus eget dolor et magna fermentum venenatis id vitae velit.
                                                                                                                                  Aliquam erat volutpat. Sed mi tellus, ullamcorper quis viverra commodo, tempus quis magna. Sed ut urna sed augue mattis
                                                                                                                                  hendrerit. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Mauris at ipsum orci, nec
                                                                                                                                  congue tortor. Curabitur eu erat mauris, nec mattis massa. Vestibulum libero orci, vulputate vitae condimentum eu, dignis-
                                                                                                                                  sim nec risus. Curabitur sapien massa, aliquet id vehicula id, congue ac nisi. Nunc venenatis volutpat libero. Etiam et ante
                                                                                                                                  leo, sit amet viverra lacus.

                                                                                                                                  Lorem ipsum dolor sit amet, consectetur adipiscing elit.



                                                                                                                                  Kind Regards




                                                                                                                                                                                                                                                                            X
                                                                                                                                                                                                                                                                       XXXX
                                                                                                                                                                                                                                                                   XXXX XXX
                                                                                                                                                                                                                                                            XXXX XXXXXXXX
                                                                                                                                  Your Name                                                                                                          XXXXXXXXXXXXXXXX
                                                                                                                                                                                                                                                      XXXX
                                                                                                                                                                                                                                                                              7890                                         7TP.
                                                                                                                                                                                                                                                                     3 456                                           , N22
                                                                                                                                                                                                                                                            4 (0) 12       6 7890          k                  London
                                                                                                                                                                                                                                                       T +4 (0) 123 45 mhill.co.u                      Green,
                                                                                                                                                                                                                                                             4             illia                , Wood
                                                                                                                                                                                                                                                       M +4 body@w                         Road
                                                                                                                                                                                                                                                             me                      ation
                                                                                                                                                                                                                                                        E so                   50 St
                                                                                                                                                                                                                                                                       us e,
                                                                                                                                                                                                                                                                ide Ho
                                                                                                                                                                                                                                                         Greens



                                                                                                                          williamhill.com 0800 40 40 40 2300 shops
                                                                                                                          William Hill Organisation Limited. Registered Office:
                                                                                                                          Greenside House, 50 Station Road, Wood Green, London, N22 7TP.
                                                                                                                          Reg No. 278208 England.




        Email brand@williamhill.co.uk for any additional advice.
13
THE ONLINE LOGO.
The online logo
     The logo - business communications


        This is the William Hill Online full colour
        logo and it should only be used on
        business to business communications
        for the online business. See page 5 for
        details.

        It is always a combination of William Hill
        yellow and white. The ‘online’ is not an
        addition, it is an integral part of the logo.


        Background
        The logo should sit clearly and legibly
        on the gradient background.

        Due to bugetary or technical conditions
        there may be occasions when it is not
        possible to use the full colour logo or
        the blue gradient background. In these
        instances the black or white logo can
        be used.


        Adhere to these specifications to ensure
        consistent representation of the brand.

        Do not try to alter or recreate any
        aspect of the logo. Use only the
        logo which has been supplied and
        approved.




        Email brand@williamhill.co.uk for any additional advice.
15
The online logo
     Space and size

                                                                                                  Clear space
                                                                                                  Based on a formula using the letter ‘I’
        The William Hill Online logo needs clear                                                  as a consistent measurement tool.
        space around it at all times. The right
        amount of space will give the logo room
        to breathe and make the necessary
        impression.                                                                                                                                                                            Measuring line


        Preferred clear space
        Preferred clear space requirements
        have been established to ensure
        prominence and clarity of the William
        Hill logo.

        This clear space zone is based on a
        simple formula. Use the letter ‘I’ as a
                                                                   Online
        consistent measurement tool.                               Width is the same as ‘HILL’.
                                                                                                                                                                       Preferred clear space
        Minimum clear space
        Use this formula ( the letter ‘a’ as a
        consistent measurement tool ) when
        available height is restricted.                                                                                      Clear space
                                                                                                                             Based on a formula using the letter ‘a’
                                                                                                                             as a consistent measurement tool.

        Minimum size
        Do not reproduce the logo smaller
        than 30mm across, including the clear                                                                                                                                                  Measuring line
        space.


        Minimum size - online
        Minimum size for use online is 120px.



        When space limitations dictate the use
        of a reproduction size that is smaller
        than recommended, contact the William                                                                                                                          Minimum clear space
        Hill Marketing department for approval.




                                                                                                                                                                              Minimum size



        Email brand@williamhill.co.uk for any additional advice.
16
The online logo
     Placement


        Portrait placement
        On portrait documents the William
        Hill Online logo should be centrally
        aligned and sit at the bottom of all
        communications.

        Use the preferred clear space
        formula to ensure precise
        positioning.


        Landscape placement
        On landscape documents the William
        Hill Online logo should be right
        aligned, sitting at the bottom of all
        communications.

        Use the prefered clear space
        formula to ensure precise
        positioning.

                                                                                             Spacing
        Exceptions                                                 The yellow line should be centered
                                                                    between the ‘hill’ and the ‘online’.
        When space limitation or imagery
        dictate, it is possible to alternate the
        logo’s orientation, e.g on a landscape
        document position the logo centrally. In
        these situations contact the William Hill
        Marketing department for approval.

        The logo should never be left aligned.




                                                                                                             Portrait




                                                                                                           Landscape




        Email brand@williamhill.co.uk for any additional advice.
17
The online logo
     Examples




                                                                                                           Mr John Smith
                                                                                                           Company Ltd
                                                                                                           No.1 Building
                                                                                                           A Street
                                                                                                           A Town
                                                                                                           A City
                                                                                                           AB12 3CD



                                                                                                           13 January 2011



                                                                                                           RE: Subject



                                                                                                           Dear Mr Smith

                                                                                                           Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus eget dolor et magna fermentum venenatis id vitae velit.
                                                                                                           Aliquam erat volutpat. Sed mi tellus, ullamcorper quis viverra commodo, tempus quis magna. Sed ut urna sed augue mattis
                                                                                                           hendrerit. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Mauris at ipsum orci, nec
                                                                                                           congue tortor. Curabitur eu erat mauris, nec mattis massa. Vestibulum libero orci, vulputate vitae condimentum eu, dignis-
                                                                                                           sim nec risus. Curabitur sapien massa, aliquet id vehicula id, congue ac nisi. Nunc venenatis volutpat libero. Etiam et ante
                                                                                                           leo, sit amet viverra lacus. Aenean sollicitudin facilisis risus, in suscipit ante iaculis eu. Fusce condimentum porta est eget
                                                                                                           adipiscing. Cras in varius massa. Proin viverra eros id purus dapibus imperdiet. Nam rhoncus magna eu urna interdum sed
                                                                                                           varius magna rutrum. Donec ut elit ac erat vulputate porta quis et libero. In hac habitasse platea dictumst. Maecenas a est
                                                                                                           eget elit semper euismod eget sed risus.

                                                                                                           Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus eget dolor et magna fermentum venenatis id vitae velit.
                                                                                                           Aliquam erat volutpat. Sed mi tellus, ullamcorper quis viverra commodo, tempus quis magna. Sed ut urna sed augue mattis
                                                                                                           hendrerit. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Mauris at ipsum orci, nec
                                                                                                           congue tortor. Curabitur eu erat mauris, nec mattis massa. Vestibulum libero orci, vulputate vitae condimentum eu, dignis-
                                                                                                           sim nec risus. Curabitur sapien massa, aliquet id vehicula id, congue ac nisi. Nunc venenatis volutpat libero. Etiam et ante
                                                                                                           leo, sit amet viverra lacus.

                                                                                                           Lorem ipsum dolor sit amet, consectetur adipiscing elit.



                                                                                                           Kind Regards




                                                                                                           Your Name




                                                                                                  williamhill.com
                                                                                                  William Hill Organisation Limited. Registered Office:
                                                                                                  6/1 Waterport Place,
                                                                                                  Gibraltar.




                                                                   williamhill.com
                                                                                               Limited. Registered Office:
                                                                   William Hill Organisation
                                                                   6/1 Waterport Place,
                                                                   Gibraltar.


                                                                                                                                                                                           XXXXXX    XXXXXXX
                                                                                                                                                                                           XXXXXXXXXXXX
                                                                                                                                                                                                        XXXXX
                                                                                                                                                                                          T +44 (0) 123
                                                                                                                                                                                                        456 7890
                                                                                                                                                                                          M +44 (0) 123
                                                                                                                                                                                                        456 7890
                                                                                                                                                                                          E somebody@
                                                                                                                                                                                                        williamhill.co.uk


                                                                                                                                                                                         6/1 Waterport
                                                                                                                                                                                                         Place, Gibraltar.




        Email brand@williamhill.co.uk for any additional advice.
18
The online logo
     The logo - customer communications


        For brand consistency the William Hill
        Group logo should always be used on
        customer communications, replacing
        the William Hill Online logo.


        Exceptions
        In exceptional circumstances it is
        permissible to use the William Hill
        web call to action as a replacement to
        the group logo, such as when extra
        stand out is vital or when the logo
        breaks up e.g. on a perimeter board or
        phone app. In these circumstances
        the ‘william’ should always be in
        William Hill Yellow.


        When using the William Hill Group logo
        see pages 4-10 for details.


        For specifications on when to use
        the international web call to actions
        please contact the William Hill
        Marketing department.




        Email brand@williamhill.co.uk for any additional advice.
19
The online logo
     Online banners


        William Hill advertise across the internet                 correct use   incorrect use
        on 11 different sized banners. These
        are customer communications so the
        William Hill Group logo should always
        be used.


        In addition to the William Hill Group
        logo, the web call to action should be
        used. See page 10 for details.




        Email brand@williamhill.co.uk for any additional advice.
20
The online logo
     Logo - colour palette


        When using the William Hill Online logo,
        these are the approved colours.

        The colour palette is available as a CS
        swatch on request.                                         William Hill Dark Blue
                                                                   Pantone® 534
                                                                   Print:      C100 M85 Y35 K30
                                                                   Screen:     R0 G48 B86




                                                                   William Hill Light Blue
                                                                   Pantone®
                                                                   Print:      C75 M23 Y0 K0
                                                                   Screen:     R34 G155 B211




                                                                   William Hill Light Yellow
                                                                   Pantone®
                                                                   Print:      C0 M15 Y100 K0
                                                                   Screen:     R255 G213 B0




                                                                   Black                          White
                                                                   Pantone®                       Pantone®
                                                                   Print:     C0 M0 Y0 K100       Print:     C0 M0 Y0 K0
                                                                   Screen:    R000 G000 B000      Screen:    R255 G255 B255




                                                                   Silver
                                                                   Pantone®   877
                                                                   Print:     C0 M0 Y0 K30
                                                                   Screen:    R197 G197 B197




        Email brand@williamhill.co.uk for any additional advice.
21
THE PROMOtional
LOGO.
The promotional logo
     The logo


        The ‘Home of Betting’ strapline was
        introduced in March 2010 and positions
        William Hill as the natural choice.


        Background
        The logo should sit clearly and legibly
        on the gradient background.

        Due to bugetary or technical conditions
        there may be occasions when it is not
        possible to use the full colour logo or
        the blue gradient background. In these
        instances the black or white logo can
        be used.


        Using the strapline
        The ‘Home of Betting’ strapline should
        be used on all communication material
        that is either customer facing or
        material used to promote the William
        Hill brand, e.g. window posters, press
        advertisements, shop screens, staff
        badges. See page 5 for details.

        The ‘Home of Betting’ strapline
        should not be used online, on any
        business to business communications,
        (such as stationery and PowerPoint
        presentations) and on any customer
        communications for the online business
        (whether printed or online). In these
        circumstances the William Hill group
        logo should be used.


        Do not try to alter or recreate any
        aspect of the logo. Use only the
        logo which has been supplied and
        approved.




        Email brand@williamhill.co.uk for any additional advice.
23
The promotional logo
     Space and size

                                                                                                     Clear space
                                                                                                     Based on a formula using the letter ‘I’
        The William Hill logo, with the addition                                                     as a consistent measurement tool.
        of the strapline needs clear space
        around it at all times.


        Preferred clear space                                                                                                                                          Measuring line
        On customer communications preferred
        clear space requirements have been
        established to ensure prominence and
        clarity of the William Hill logo.

        This clear space zone is based on a
        simple formula using the letter ‘I’ as a
        consistent measurement tool.


        Minimum clear space
        Use this formula ( the letter ‘a’ as a
        consistent measurement tool ) when
                                                                                                                                               preferred clear space
        available height is restricted.


        Minimum size
        Do not reproduce the logo smaller                                                                                                                              Measuring line
        than 40mm across, including the clear
        space.



        When space limitations dictate the use
        of a reproduction size that is smaller
        than recommended, contact the William
        Hill Marketing department for approval.



                                                                                                                                               minimum clear space
                                                                   Clear space
                                                                   Based on a formula using the letter ‘a’
                                                                   as a consistent measurement tool.




                                                                                                                                               40mm




                                                                                                                                                      minimum size




        Email brand@williamhill.co.uk for any additional advice.
24
The promotional logo
     Placement


        Portrait placement
        On portrait documents the William Hill
        logo, with the strap, should be centrally
        aligned and sit at the bottom of all
        communications.

        Use the preferred clear space
        formula to ensure precise
        positioning.


        Landscape placement
        On landscape documents the William
        Hill logo, with the strapline, should be
        right aligned and sit at the bottom of all
        communications.

        Use the prefered clear space
        formula to ensure precise
        positioning.                                               Clear space
                                                                   Nothing should sit within
                                                                   the clear space.
        Exceptions
        When space limitation or imagery
        dictate, it is possible to alternate the
        logo’s orientation, e.g on a landscape
        document position the logo centrally. In
        these situations contact the William Hill
        Marketing department for approval.

        The logo should never be left aligned.




                                                                                                 Portrait




                                                                                               Landscape




        Email brand@williamhill.co.uk for any additional advice.
25
The promotional logo
     Placement including customer contact points


        The William Hill URL and the William Hill
        phone number have been designed as
        logotypes and should not be recreated.
        These are added in many promotional
        communications as calls to action.


        Portrait placement
        On portrait documents the William Hill
        logo, with strapline, should be centrally
        aligned and sit at the bottom of all
        communications.

        Use the minimum clear space
        formula around the logo. Around
        the contact points a formula based                                                                 Clear space
        on the number ‘0’ should be used.                                                                       use the
                                                                   Clear space                            number ‘0’ as
                                                                   Use the letter ‘a’ as a consistent   a measurement
                                                                   measurement tool.                               tool.
        Landscape placement
        On landscape documents the William
        Hill logo, with strapline, should be right
        aligned and sit at the bottom of all
        communications.

        Use the minimum clear space
        formula around the logo. The
        contact points should not exceed
        the height of the logo.


        Exceptions
        When space limitation or imagery
        dictate, it is possible to alternate the
        logo’s orientation, e.g on a landscape
        document position the logo centrally. In
        these situations contact the William Hill
        Marketing department for approval.

        The logo should never be left aligned.




                                                                   Customer contact points
                                                                   These should never exceed
                                                                   the height of the logo.

        Email brand@williamhill.co.uk for any additional advice.
26
The promotional logo
     TV Advertising


        William Hill adverts are used to promote
        the brand and drive campaigns.

        To keep adverts on brand the end
        frame should always used the blue
        gradient and have the promotional logo
        centrally aligned.



        Exceptions
        When the advert promotes online
        products, such as William Hill Casino or
        when using the international web call to
        actions the same rules apply.




        Email brand@williamhill.co.uk for any additional advice.
27
The promotional logo
     Logo - colour palette


        When using the William Hill Group logo,
        with strapline, these are the approved
        colours.

        The colour palette is available as a CS                    William Hill Dark Blue
        swatch on request.                                         Pantone® 534
                                                                   Print:      C100 M85 Y35 K30
                                                                   Screen:     R0 G48 B86




                                                                   William Hill Light Blue
                                                                   Pantone®
                                                                   Print:      C75 M23 Y0 K0
                                                                   Screen:     R34 G155 B211




                                                                   William Hill Light Yellow
                                                                   Pantone®
                                                                   Print:      C0 M15 Y100 K0
                                                                   Screen:     R255 G213 B0




                                                                   Black                          White
                                                                   Pantone®                       Pantone®
                                                                   Print:     C0 M0 Y0 K100       Print:     C0 M0 Y0 K0
                                                                   Screen:    R000 G000 B000      Screen:    R255 G255 B255




                                                                   Silver
                                                                   Pantone®   877
                                                                   Print:     C0 M0 Y0 K30
                                                                   Screen:    R197 G197 B197




        Email brand@williamhill.co.uk for any additional advice.
28
The promotional logo
     Examples




                                                                                                                                                                                                                                                                                                       30%
                                                                    HEADLINE
                                                                    HEADLINE                                                                                                                                                    NO
                                                                    GUARANTEED.
                                                                      Sub copy in Helvetica Neue LT Std 55 Roman
                                                                                                                                                                                                                                smoking.                 to smoke or
                                                                      Sub copy in Helvetica Neue LT Std 55 Roman                                                                                                                It is against the law  smoking in these
                                                                      Sub copy in Helvetica Neue LT Std 75 Bold                                                                                                                 kn  ow ing ly pe rm it
                                                                                                                                                                                                                                                        doorway.
                                                                                                                                                                                                                                 premises or in the



                                                                          XXXXXXX v XXXXXXX
                                                                          XXXXXXXXXXXXX
                                                                          xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
                                                                          X/X XXXXXXXX
                                                                           CORRECT SCORE
                                                                       xxxxxx
                                                                          xxx
                                                                          xxx
                                                                          xxx
                                                                          xxx
                                                                          xxx
                                                                          xxx
                                                                          xxx
                                                                                         Score
                                                                                         1-0
                                                                                         2-0
                                                                                         2-1
                                                                                         3-0
                                                                                         3-1
                                                                                         3-2
                                                                                         0-0
                                                                                                      xxxxxx
                                                                                                        xxx
                                                                                                        xxx
                                                                                                        xxx
                                                                                                        xxx
                                                                                                        xxx
                                                                                                        xxx
                                                                                                        xxx
                                                                                                                      xxxxxx
                                                                                                                      xxxxxx
                                                                                                                      xxxxxx
                                                                                                                      Draw
                                                                                                                      Draw
                                                                                                                      Draw
                                                                                                                      xxxxxx
                                                                                                                                    X/X DRAW
                                                                                                                                DOUBLE RESULT
                                                                                                                                            xxxxxx
                                                                                                                                            Draw
                                                                                                                                            xxxxxx
                                                                                                                                            xxxxxx
                                                                                                                                            Draw
                                                                                                                                            xxxxxx
                                                                                                                                            xxxxxx
                                                                                                                                                                     xxx
                                                                                                                                                                     xxx
                                                                                                                                                                     xxx
                                                                                                                                                                     xxx
                                                                                                                                                                     xxx
                                                                                                                                                                     xxx
                                                                                                                                                                     xxx
                                                                                                                                                                              XXXXXXXX X/X
                                                                                                                                                                                     FIRST G/SCORER
                                                                                                                                                                                   xxxxxxx
                                                                                                                                                                                   xxxxxxx
                                                                                                                                                                                   xxxxxxx
                                                                                                                                                                                   xxxxxxx
                                                                                                                                                                                   xxxxxxx
                                                                                                                                                                                   xxxxxxx
                                                                                                                                                                                   xxxxxxx
                                                                                                                                                                                   No G/scorer
                                                                                                                                                                                                                       xx
                                                                                                                                                                                                                       xx
                                                                                                                                                                                                                       xx
                                                                                                                                                                                                                       xx
                                                                                                                                                                                                                       xx
                                                                                                                                                                                                                       xx
                                                                                                                                                                                                                       xx
                                                                                                                                                                                                                       xx
                                                                                                                                                                                                                                                                                                                   BONUS
                                                                          xxx            1-1            xxx           xxxxxx                Draw                     xxx            EACH WAY ONE-THIRD THE
                                                                          xxx            2-2            xxx           xxxxxx                xxxxxx                   xxx            ODDS A PLACE 1, 2, 3, 4, 5.
                                                                                                                                                                                      Own goals don’t count.
                                                                           Other scores on request.                          Bets void if match not completed.                         Others on request.



                                                                          XXXXXXXXXXXXX
                                                                          XXXXXXX v XXXXXXX
                                                                          xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
                                                                          X/X XXXXXXXX                                              X/X DRAW                                  XXXXXXXX X/X
                                                                           CORRECT SCORE                                        DOUBLE RESULT                                        FIRST G/SCORER
                                                                       xxxxxx            Score        xxxxxx                                                                       xxxxxxx                             xx
                                                                                                                      xxxxxx                xxxxxx                   xxx
                                                                          xxx            1-0            xxx           xxxxxx                Draw                     xxx           xxxxxxx                             xx
                                                                          xxx            2-0            xxx                                                                        xxxxxxx                             xx
                                                                          xxx            2-1            xxx           xxxxxx                xxxxxx                   xxx
                                                                                                                      Draw                  xxxxxx                   xxx           xxxxxxx                             xx
                                                                          xxx            3-0            xxx                                                                        xxxxxxx                             xx
                                                                          xxx            3-1            xxx           Draw                  Draw                     xxx
                                                                                                                                                                                   xxxxxxx                             xx
                                                                          xxx            3-2            xxx           Draw                  xxxxxx                   xxx           xxxxxxx                             xx
                                                                          xxx            0-0            xxx           xxxxxx                xxxxxx                   xxx           No G/scorer                         xx
                                                                          xxx            1-1            xxx           xxxxxx                Draw                     xxx            EACH WAY ONE-THIRD THE


                                                                                                                                                                                                                                 GET MORE
                                                                          xxx            2-2            xxx           xxxxxx                xxxxxx                   xxx            ODDS A PLACE 1, 2, 3, 4, 5.
                                                                                                                                                                                      Own goals don’t count.
                                                                           Other scores on request.                          Bets void if match not completed.                         Others on request.




                                                                                                                                                                                                                                 CHOICE.
                                                                                  ALL FOOTBALL PRICES QUOTED ARE PHONE/NET, DIFFERENT ODDS MAY APPLY IN SHOP.




                                                                          XXXXXXXXXXXXX


                                                                                                                                                                                                                                                                                                                            AVAILABLE ON
                                                                          xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
                                                                             XX         Xxxxxxxxxxxxx                                                        XX          Xxxxxxxxxxxxx
                                                                             XX         Xxxxxxxxxxxxx                                                        XX          Xxxxxxxxxxxxx



                                                                                                                                                                                                                                                                                                                            WILL BOTH
                                                                             XX         Xxxxxxxxxxxxx                                                        XX          Xxxxxxxxxxxxx
                                                                             XX         Xxxxxxxxxxxxx                                                        XX          Xxxxxxxxxxxxx
                                                                             XX         Xxxxxxxxxxxxx                                                        XX          Xxxxxxxxxxxxx




                                                                                                                                                                                                                                                                                                                            TEAMS
                                                                             XX         Xxxxxxxxxxxxx                                                        XX          Xxxxxxxxxxxxx
                                                                             XX         Xxxxxxxxxxxxx                                                        XX          Xxxxxxxxxxxxx
                                                                             XX         Xxxxxxxxxxxxx                                                        XX          Xxxxxxxxxxxxx
                                                                             XX         Xxxxxxxxxxxxx                                                        XX          Xxxxxxxxxxxxx
                                                                             XX         Xxxxxxxxxxxxx                                                        XX          Xxxxxxxxxxxxx
                                                                             XX         Xxxxxxxxxxxxx                                                        XX          Xxxxxxxxxxxxx




                                                                                                                                                                                                                                                                                                                            SCORE
                                                                                                                   Each way one-fifth the odds a place 1, 2, 3.
                                                                                  Above races: Prices subject to fluctuation. In the event of any withdrawal(s), S.P place terms
                                                                                        and Tattersalls Rule 4(c) will apply based on these prices. Non-Runner-No Bet.




                                                                          FREE £XX BET
                                                                         WHEN YOU STAKE £XX
                                                                           Sub copy in Helvetica Neue LT Std 55 Roman
                                                                           Sub copy in Helvetica Neue LT Std 75 Bold                                                                                                                                                                                                        Customers placing winning bets containing 5 selections
                                                                                                                                                                                                                                                                                                                                 or more will qualify for a bonus of up to 30%.




                                                                   *Free Bet is a win single added to your account on settlement of first bet. Free Bet must be on a different event to the initial stake. Free Bet stake not
                                                                   included in any winnings/returns, valid for 7 days. Correct promo code must be used. All prices subject to fluctuation. William Hill rules apply. Over 18s
                                                                   only. Prices correct as at 4.15pm yesterday. FOR ADVICE & INFORMATION VISIT WWW.GAMBLEAWARE.CO.UK




                                                                                                                                                                                                                                                                                                                                                                                     LOA5004



                                                                                                                                                                                                                                                                          LOA5004_Football_30percent_Bonus_Artwork.indd 1                                                                      08/02/2011 17:50




        Email brand@williamhill.co.uk for any additional advice.
29
USING THE
Call TO ACTION
AS A LOGO.
Using the call to action as a logo
     williamhill.com


        In exceptional circumstances it is
        permissible to use the William Hill web
        call to action as a replacement to the
        group logo.

        In these circumstances the ‘william’
        should always be in William Hill
        Yellow.

        When extra stand out is vital or when
        the logo breaks up e.g. on a perimeter
        boards, the William Hill Dark Blue
        background can be used.

        It has been designed as a logotype and
        should not be recreated.


        For specifications on when to use
        the international web call to actions
        please contact the William Hill
        Marketing department.




        Email brand@williamhill.co.uk for any additional advice.
31
Using the call to action as a logo
     Space and size

                                                                                                       Clear space
                                                                                                       Based on a formula using the letter ‘l’
        The web call to action needs clear                                                             as a consistent measurement tool.
        space around it at all times. The right
        amount of space will give the logo room
        to breathe and make the necessary
        impression, whereas cramming the logo                                                                                                    Measuring line
        in would minimise its effectiveness.


        Preferred clear space
        Preferred clear space requirements
        have been established to ensure
        prominence and clarity.

        This clear space zone is based on a
        simple formula using the letter ‘l’ as a                                                                                                 Preferred clear space
        consistent measurement tool.


        Minimum clear space
        Use this formula ( the letter ‘a’ as a
        consistent measurement tool ) when
        available height is restricted.
                                                                                                                                                 Measuring line

        Minimum size
        Do not reproduce the logo smaller
        than 30mm across, including the clear
        space. This rule applies to all versions
        of the logo.


        When space limitations dictate the use
                                                                                                                                                  Minimum clear space
        of a reproduction size that is smaller
                                                                   Clear space
        than recommended, contact the William                      Based on a formula using the letter ‘a’
        Hill Marketing department for approval.                    as a consistent measurement tool.




                                                                                                                                                           Actual size




        Email brand@williamhill.co.uk for any additional advice.
32
Using the call to action as a logo
     Example




        Email brand@williamhill.co.uk for any additional advice.
33
Using THE logo.
Using the logo
     Which logo to use when?


        To the right are some examples of
        which logo should be used when. This
        is not an exhaustive list.


        William Hill Group
        The group logo should be used on all
        business to business communications                        William Hill - Group                   William Hill - Promotional            William Hill - Online
        and all customer communications for                        See page 06                            See page 22                           See page 14
        the online business.

        There are also instances when this logo                    Business communications for group      Promotional customer communications   Business communications for online
        should be used to promote the brand                          Stationery                              Shop posters                         Stationery
        across retail and online.                                    Business cards                          Coupons                              Business cards
                                                                     PowerPoint documents                    Till toppers                         PowerPoint documents
                                                                     Word documents                          Leaflets                             Word documents
                                                                     Press releases                          Dispensers                           Press releases
        William Hill Promotional
        The ‘Home of Betting’ strapline should                                                               Scratch cards
        be used on all group communications                        Head office communications for group      Statutory notices                  Head office communications for online
        that are visible to customers.                               Signage                                 Shop screens                         Signage
                                                                     Posters                                 William Hill TV                      Posters
                                                                     Training material                       Press adverts                        Training material
                                                                     Staff magazine                          TV adverts
        William Hill Online                                                                                  Promotional material
        The online logo should be used on all                      Sponsorship events for group              Shop staff uniforms
        business to business communications
                                                                     Idents                                  Direct marketing
        from the online arm of the business.
        All promotional material for online                          Awards
        should use the group logo.                                   Trophies                             Shop staff communications
                                                                     Perimeter boards                       Posters
                                                                                                            Staff briefers
        In some situations it might not be clear                   Shareholder communications
        which logo should be used. In these                          Annual report
        circumstances contact the William Hill
        Marketing department for guidance.                         Retail design communications
                                                                     Shop signage
                                                                     Shop fittings
                                                                     Vehicle livery

                                                                   Online communications
                                                                     Printed customer communications
                                                                     William Hill website pages
                                                                     Online banners
                                                                     Affiliates

                                                                   Other
                                                                     International communications




        Email brand@williamhill.co.uk for any additional advice.
35
Using the logo
     Do nots


     a: Do not distort the logo or add any
        special effects.


     b: Do not draw a lozenge or any shape
        around the logo.

                                                                     a:   b:
     c: Do not reproduce the logo in any
        colours other than William Hill Yellow
        and William Hill Blue, White or Black.


     d: Do not use red keylines with the logo.


     e: Do not reproduce the logo on any
        conflicting photographic background                          c:   d:
        that results in reducing the visual impact
        of the logo.


     f:   Do not draw a keyline around the logo.


     g: Do not use this William Hill online logo.

                                                                     e:   f:
     h: Do not use this William Hill online logo.


     i:   Do not add graphical elements or
          words to the William Hill logo.


     j:   The William Hill logo should never be                                .com
          used on an angle.
                                                                     g:   h:




                                                                     i:   j:




          Email brand@williamhill.co.uk for any additional advice.
36
Using the logo
     Sponsorship ident and sub-brands


        Sponsorship idents
        If an identity is required for a William
        Hill Group or Online sponsored event it
        should be constructed using the William
        Hill logo and the primary typeface.

                                                                                  Kempton

        Sub-Brands
        Under no circumstance should
        any other logo be used for internal
        departmental sub-brands. Only use the
        official William Hill logos.
                                                                   IRISH Sportsbook
                                                                           of the Year 2010
        For detailed guidelines about designing
        sponsorship idents and sub-brands see
        page 39.




        Email brand@williamhill.co.uk for any additional advice.
37
Using the logo
     Online products


        Online promotes a selection of
        products. These product logos follow
        guidelines outlined on page 39. Under
        no circumstance should any other logo
        or configuration be used.

        Adhere to these specifications to ensure
        consistent representation of the brand.

                                                                                PRODUCT NAME




                                                                       BINGO
                                                                                tbc.CASINO     LIVE CASINO




                                                                   DAY TRADER        GAMES          POKER




                                                                        SKILL        VEGAS        VIRTUAL




        Email brand@williamhill.co.uk for any additional advice.
38
Using the logo
     Idents and sub-brands - design guidelines


        When using the William Hill logo, with
        the addition of a product/sponsorship
        name adhered to these rules.
                                                                                                                                                                           Spacing
                                                                                                                                                The yellow line should be centered
        Colours                                                                                                                           between the ‘hill’ and the ‘product name’.
        When using the full colour logo the
        ‘product name’ should always be
        WIlliam Hill Yellow. When used in mono
        tints of black should be used.
                                                                                                      Clear space
                                                                                                      Based on a formula using the letter ‘I’
                                                                                                      as a consistent measurement tool.
        Fonts
        The ‘product name’ should always be
        uppercase ITC Avant Garde Bold.


        Height Restrictions
        The ‘product name’ height should be
        equal to the line of the ‘William’ to the
        top of the foot of the ‘L’.


        Preferred clear space
        This clear space zone is based on a
        simple formula using the letter ‘I’ as a


                                                                                                     PRODUCT NAME
        consistent measurement tool.


        Minimum clear space
        Use this formula ( the letter ‘a’ as a
        consistent measurement tool ) when
        available height is restricted.


        Minimum size
        Do not reproduce the logo smaller                                                                                                          Alignment
        than 30mm across, including the clear                               William Hill Yellow                                           The ‘product name’
        space.                                                     The ‘product name’ should be                                         should be right aligned
                                                                              William Hill Yellow.                                       with the ‘William Hill’.


        When space limitations dictate the use
        of a reproduction size that is smaller
        than recommended, contact the William
        Hill Marketing department for approval.




        Email brand@williamhill.co.uk for any additional advice.
39
Using the logo
     Apps - icons


        Sportsbook icon
        When working with restrictive spaces,
        on electronic media only, the William
        Hill logo can be split onto 2 lines. The
        ‘William’ above the ‘Hill’. This will give
        maximum standout in a very small
        space.

        This design should be used for the
        sportsbook app only.


        Additional icons
        When additional information is required
        for promotional apps ( such as graphics
        and text ), the additional icon template
        should be used. See page 42 for design
        guidelines.



                                                                   William Hill   Sportsbook




                                                                   ShakeABet      Additional




        Email brand@williamhill.co.uk for any additional advice.
40
Using the logo
     Apps - do’s and don’ts


        All William Hill apps should appear to
        be from the same family. The use of
        colours, fonts, icons etc.


                                                                   Correct usage




                                                                   Incorrect usage




        Email brand@williamhill.co.uk for any additional advice.
41
Using the logo
     Apps - design guidelines

                                                                   Gradient
                                                                   William Hill Light Blue
        Following these guidelines will ensure                     Fading into William Hill Dark Blue.
        all William Hill apps work together as a
        coherent suite.

                                                                                                                        Glow Effect
                                                                                                                        Add to every solid icon.
        Logo
        The William Hill logo should be replaced
        with a typed version. It has been
        designed as a logotype and should not
        be recreated.


        Clear space
        The clear space zone is based on a
        simple formula, using the letter ‘m’ as a
        consistent measurement tool.                                                                                                       Stroke
                                                                                                                                           William HIll Dark
                                                                                                                                           Blue stroke
                                                                                                            Icon area                      around all solid
        Work area                                                                                                                          icons.
        Expanding the clear space formula
        creates the work area. No primary
        information should sit outside this area.


        Icon
        To visually articulate the nature of each
        app a graphic icon should be used,
        filling the circular area shown. The icon                    Work area
        should only use William Hill Blues and
        White.


        Stroke/Effect
        On all solid icons an ‘outside’ stroke
        should be used in conjuction with a
        white outer glow.




                                                                     Clear space
                                                                     Using the letter ‘m’ as a consistent measurement
                                                                     tool to create clear space around the logo.




        Email brand@williamhill.co.uk for any additional advice.
42
Using the logo
     Gold campaigns




                                                                   G  R  E AT
                                                                                                                                                                                              30%
        Campaigns are categorised based on
        effort, budget and size of prize.

        Gold campaigns are fully integrated
        campaigns with consistent creative,
        messaging and offers across all media.
                                                                   CHELT                                        ENH A M
                                                                   PRICES
        To reflect their importance and to
        achieve maximum standout gold




                                                                                                                                                                                                          BONUS
        creative is not restricted by the use of
        brand fonts, colours, images etc. Their
        creative is free to explore all options.
                                                                   15th March - 18th M
        While a degree of flexibility should be                                                                                                      arch
        explored, the use and rules around the
        logo remains unchanged.




                                                                                                                                                                                                                   AVAILABLE ON
                                                                                                                                                                                                                   WILL BOTH
                                                                                                                                                                                                                   TEAMS
                                                                   Best horses are selecte
                                                                                                                                                                                                                   SCORE
                                                                                                                                                                                                                   Customers placing winning bets containing 5 selections
                                                                                                                                                                                                                        or more will qualify for a bonus of up to 30%.
                                                                                          d daily by William Hill.
                                                                                                                     Terms and Conditions
                                                                                                                                            apply.




                                                                                                                                                                                                                                                                            LOA5004



                                                                                                                                                                 LOA5004_Football_30percent_Bonus_Artwork.indd 1                                                                      08/02/2011 17:50

                                                                                                                                                       LOA5013




        Email brand@williamhill.co.uk for any additional advice.
43
Design Elements.
Design elements
     Typefaces



                                                                   abcdefghijklmnopqrstuvwxyz
        Headline Typeface
        The William Hill primary typeface is ITC
        Avant Garde. This should be used on all
        customer communication headlines e.g.
        main message on a window poster, a
        press advert etc.
                                                                   abcdefghijklmnopqrstuvwxyz
        All headlines must use uppercase ITC
        Avant Garde Gothic Bold.
                                                                   1234567890!:;/-?,.@&%£€
                                                                                                ITC Avant Garde Gothic Bold
        Type should be ranged left. Do not
        centre or range right.

        Other weights can be used if required
        and should follow a hierarchical order.
                                                                   abcdefghijklmnopqrstuvwxyz
        Supporting Typeface
        Body copy should use Helvetica Neue
                                                                   abcdefghijklmnopqrstuvwxyz
        75 Bold in titlecase. Other weights can
        be used if required and should follow a
        hierarchical order.
                                                                   1234567890!:;/-?,.@&%£€
                                                                                                Helvetica Neue LT 55 Roman



        Secondary Messages

                                                                   abcdefghijklmnopqrstuvwxyz
        To highlight a call to action or secondary
        message (e.g. on window posters or in
        press) Impact should be used. This font

                                                                   abcdefghijklmnopqrstuvwxyz
        must be used inside a yellow banner
        (see page 29) and should only be used
        in addition to our primary fonts, not as a

                                                                   1234567890!:;/-?,.@&%£€
        substitution.


                                                                                                                    Impact
        Electronic Typeface
        Arial and Arial Bold should be used
        online, for email communications,
        Microsoft Word documents and

                                                                   abcdefghijklmnopqrstuvwxyz
        PowerPoint presentations.



                                                                   abcdefghijklmnopqrstuvwxyz
                                                                   1234567890!:;/-?,.@&%£€
                                                                                                                       Arial




        Email brand@williamhill.co.uk for any additional advice.
45
Design elements
     Colour palette - corporate


        Colour provides a strong visual link to
        our brand identity and should be used
        on all print and electronic applications.

        Whether for use in retail or online this is                William Hill Dark Blue
        the approved palette.                                      Pantone® 534
                                                                   Print:      C100 M85 Y35 K30
                                                                   Screen:     R0 G48 B86

        William Hill Blues
        Blue is synonymous with William Hill
        and should be used prominently for
        maximum brand stand out.

        The introduction of light blue has                         William Hill Light Blue
        reinvented our existing colour palette                     Pantone®
        and allows greater flexibility and depth.                  Print:      C75 M23 Y0 K0
                                                                   Screen:     R34 G155 B211

        William Hill Yellows
        William Hill Yellow is to be used as an
        accent colour. Use in small quantities to
        highlight key messages.

                                                                   William Hill Light Yellow
        Black and White                                            Pantone®
        White is used in the William Hill logo                     Print:      C0 M15 Y100 K0
        and in additional to black can also                        Screen:     R255 G213 B0
        be used for typography on customer
        communications.


        Silver
        Silver should only be used as a metallic,
        e.g awards, embossing etc.                                 Black                          White
                                                                   Pantone®                       Pantone®
                                                                   Print:     C0 M0 Y0 K100       Print:     C0 M0 Y0 K0
                                                                   Screen:    R000 G000 B000      Screen:    R255 G255 B255
        This colour palette is available as a CS
        swatch. Email brand@williamhill.co.uk




                                                                   Silver
                                                                   Pantone®   877
                                                                   Print:     C0 M0 Y0 K30
                                                                   Screen:    R197 G197 B197




        Email brand@williamhill.co.uk for any additional advice.
46
Design elements
     Colour palette - retail


        These colours are used in shop and                         Active colours                     Passive Colours
        online to define sports and gaming
        categories.

        To add depth a gradient can be used,
        combining the 2 shades of each colour.



        William Hill Pinks                                         William Hill Horse PINK            William Hill Horse PURPLE
        These colours are used to represent                        Pantone® 214 C (solid coated)      Pantone® 229 M (solid matt)
        Horse in shops and online.                                 Print:      C0 M100 Y34 K8         Print:      C0 M100 Y15 K60
                                                                   Screen:     R219 G9 B98            Screen:     R122 G0 B60

        William Hill Oranges
        These colours are used to represent
        Greyhound in shops and online.


        William Hill Greens




                                                                                                    tbc.
        These colours are used to represent
        Football in shops and online.                              William Hill Dog ORANGE            William Hill Dog RUST
                                                                   Pantone® 1375 C (solid coated)     Pantone® 166 M (solid matt)
                                                                   Print:      C0 M40 Y90 K0          Print:      C0 M64 Y100 K0
        William Hill Reds                                          Screen:     R250 G166 B52          Screen:     R244 G123 B32
        These colours are used to represent
        Gaming in shops and online.



        This colour palette is available as a CS
        swatch. Email brand@williamhill.co.uk

                                                                   William Hill Football GREEN        William Hill Football OLIVE
                                                                   Pantone® 390 C (solid coated)      Pantone® 292 M (solid matt)
                                                                   Print:      C22 M0 Y100 K8         Print:      C7 M0 Y100 K49
                                                                   Screen:     R193 G205 B35          Screen:     R141 G139 B0




                                                                   William Hill Gaming RED            William Hill Gaming Burgundy
                                                                   Pantone®                           Pantone®
                                                                   Print:      C0 M100 Y62 K0         Print:      C0 M100 Y63 K29
                                                                   Screen:     R237 G23 B79           Screen:     R179 G8 B56




        Email brand@williamhill.co.uk for any additional advice.
47
Design elements
     Gradients


        Vertical gradient
        This is the preferred gradient
        and should be used on portrait
        documentation. William Hill Light Blue at
        the top, fading to William Hill Dark Blue
        at the bottom.


        Horizontal gradient
        This gradient should only be used on
        landscape documentation. William Hill
        Light Blue on the left fading to William
        Hill Dark Blue on the right.


        Exceptions
        Due to the depth of the document
        and the gradient sometimes it may
        look odd. If under any cirumstance the
        gradient needs rotating, e.g a horizontal
        gradient on a portrait background
        contact the William Hill Marketing
        Department for approval.


        For brand consistency never use the
        gradient in any other direction.




                                                                     Vertical gradient




                                                                   Horizontal gradient




        Email brand@williamhill.co.uk for any additional advice.
48
Business
COMMunications.
Business communications
     Stationery - group


        To ensure brand consistency all group
        business communications should be
        sent using this range of stationery.

        This range of stationery is for William Hill
        group only.

        An electronic version of the letterhead
        which can be used in Word is available.                                                                                                                                                    Mr John Smith
                                                                                                                                                                                                   Company Ltd
                                                                                                                                                                                                   No.1 Building
                                                                                                                                                                                                   A Street
                                                                                                                                                                                                   A Town
                                                                                                                                                                                                   A City
                                                                                                                                                                                                   AB12 3CD



                                                                                                                                                                                                   13 January 2011



                                                                                                                                                                                                   RE: Subject



                                                                                                                                                                                                   Dear Mr Smith

                                                                                                                                                                                                   Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus eget dolor et magna fermentum venenatis id vitae velit.
                                                                   williamhill.com 0800 44 40 40 2350 shops                                                                                        Aliquam erat volutpat. Sed mi tellus, ullamcorper quis viverra commodo, tempus quis magna. Sed ut urna sed augue mattis
                                                                   William Hill Organization Limited.                                                                                              hendrerit. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Mauris at ipsum orci, nec
                                                                   Greenside House, 50 Station Road, Wood Green, London, N22 7TP.
                                                                   Telephone: 0208 918 3600                                                                                                        congue tortor. Curabitur eu erat mauris, nec mattis massa. Vestibulum libero orci, vulputate vitae condimentum eu, dignis-
                                                                                                                                                                                                   sim nec risus. Curabitur sapien massa, aliquet id vehicula id, congue ac nisi. Nunc venenatis volutpat libero. Etiam et ante
                                                                   Registered Office: Greenside House, 50 Station Road, Wood Green, London, N22 7TP. Reg No. 278208 England and Wales.             leo, sit amet viverra lacus. Aenean sollicitudin facilisis risus, in suscipit ante iaculis eu. Fusce condimentum porta est eget
                                                                                                                                                                                                   adipiscing. Cras in varius massa. Proin viverra eros id purus dapibus imperdiet. Nam rhoncus magna eu urna interdum sed
                                                                                                                                                                                                   varius magna rutrum. Donec ut elit ac erat vulputate porta quis et libero. In hac habitasse platea dictumst. Maecenas a est
                                                                                                                                                                                                   eget elit semper euismod eget sed risus.

                                                                                                                                                                                                   Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus eget dolor et magna fermentum venenatis id vitae velit.
                                                                                                                                                                                                   Aliquam erat volutpat. Sed mi tellus, ullamcorper quis viverra commodo, tempus quis magna. Sed ut urna sed augue mattis
                                                                                                                                                                                                   hendrerit. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Mauris at ipsum orci, nec
                                                                                                                                                                                                   congue tortor. Curabitur eu erat mauris, nec mattis massa. Vestibulum libero orci, vulputate vitae condimentum eu, dignis-
                                                                                                                                                                                                   sim nec risus. Curabitur sapien massa, aliquet id vehicula id, congue ac nisi. Nunc venenatis volutpat libero. Etiam et ante
                                                                                                                                                                                                   leo, sit amet viverra lacus.

                                                                                                                                                                                                   Lorem ipsum dolor sit amet, consectetur adipiscing elit.



                                                                                                                                                                                                   Kind Regards




                                                                                                                                                                                                                                                                                                                     XXXXXXXXXXXXXXX
                                                                                                                                                                                                                                                                                                                     XXXXXXXXXXXXXXXXXXXXXXX

                                                                                                                                                                                                   Your Name
                                                                                                                                                                                                                                                                                                                     T +44 (0) 123 456 7890
                                                                                                                                                                                                                                                                                                                     E somebody@williamhill.co.uk


                                                                                                                                                                                                                                                                                                                     Greenside House, 50 Station Road, Wood Green, London, N22 7TP.




                                                                                                                                                                                         williamhill.com 0800 44 40 40 2350 shops
                                                                                                                                                                                         William Hill Organization Limited.
                                                                                                                                                                                         Greenside House, 50 Station Road, Wood Green, London, N22 7TP.
                                                                                                                                                                                         Telephone: 0208 918 3600


                                                                                                                                                                                         Registered Office: Greenside House, 50 Station Road, Wood Green, London, N22 7TP. Reg No. 278208 England and Wales.




        Email brand@williamhill.co.uk for any additional advice.
50
Business communications
     Stationery - online


        To ensure brand consistency all online
        business communications follow the
        same guidelines outlined for group
        stationery.

        This range of stationery is for William Hill
        Online only.

        An electronic version of the letterhead                                                                                    Mr John Smith
                                                                                                                                   Company Ltd
        which can be used in Word is available.                                                                                    No.1 Building
                                                                                                                                   A Street
                                                                                                                                   A Town
                                                                                                                                   A City
                                                                                                                                   AB12 3CD



                                                                                                                                   13 January 2011



                                                                                                                                   RE: Subject



                                                                                                                                   Dear Mr Smith

                                                                                                                                   Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus eget dolor et magna fermentum venenatis id vitae velit.
                                                                                                                                   Aliquam erat volutpat. Sed mi tellus, ullamcorper quis viverra commodo, tempus quis magna. Sed ut urna sed augue mattis
                                                                   williamhill.com                                                 hendrerit. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Mauris at ipsum orci, nec
                                                                   William Hill Organisation Limited. Registered Office:           congue tortor. Curabitur eu erat mauris, nec mattis massa. Vestibulum libero orci, vulputate vitae condimentum eu, dignis-
                                                                   6/1 Waterport Place,
                                                                   Gibraltar.                                                      sim nec risus. Curabitur sapien massa, aliquet id vehicula id, congue ac nisi. Nunc venenatis volutpat libero. Etiam et ante
                                                                                                                                   leo, sit amet viverra lacus. Aenean sollicitudin facilisis risus, in suscipit ante iaculis eu. Fusce condimentum porta est eget
                                                                                                                                   adipiscing. Cras in varius massa. Proin viverra eros id purus dapibus imperdiet. Nam rhoncus magna eu urna interdum sed
                                                                                                                                   varius magna rutrum. Donec ut elit ac erat vulputate porta quis et libero. In hac habitasse platea dictumst. Maecenas a est
                                                                                                                                   eget elit semper euismod eget sed risus.

                                                                                                                                   Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus eget dolor et magna fermentum venenatis id vitae velit.
                                                                                                                                   Aliquam erat volutpat. Sed mi tellus, ullamcorper quis viverra commodo, tempus quis magna. Sed ut urna sed augue mattis
                                                                                                                                   hendrerit. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Mauris at ipsum orci, nec
                                                                                                                                   congue tortor. Curabitur eu erat mauris, nec mattis massa. Vestibulum libero orci, vulputate vitae condimentum eu, dignis-
                                                                                                                                   sim nec risus. Curabitur sapien massa, aliquet id vehicula id, congue ac nisi. Nunc venenatis volutpat libero. Etiam et ante
                                                                                                                                   leo, sit amet viverra lacus.

                                                                                                                                   Lorem ipsum dolor sit amet, consectetur adipiscing elit.



                                                                                                                                   Kind Regards




                                                                                                                                                                                                                                                     XXXXXXXXXXXXXXX
                                                                                                                                                                                                                                                     XXXXXXXXXXXXXXXXXXXXXXX


                                                                                                                                   Your Name
                                                                                                                                                                                                                                                     T +44 (0) 123 456 7890
                                                                                                                                                                                                                                                     E somebody@williamhill.co.uk


                                                                                                                                                                                                                                                     Greenside House, 50 Station Road, Wood Green, London, N22 7TP.




                                                                                                                           williamhill.com
                                                                                                                           William Hill Organisation Limited. Registered Office:
                                                                                                                           6/1 Waterport Place,
                                                                                                                           Gibraltar.




        Email brand@williamhill.co.uk for any additional advice.
51
Business communications
     Stationery - customer communications


        To ensure brand consistency all
        customer communications, where
        appropriate should use this range of
        stationery.

        An electronic version of the letterhead
        which can be used in Word is available.

                                                                                                                                                                                                   Mr John Smith
                                                                                                                                                                                                   Company Ltd
                                                                                                                                                                                                   No.1 Building
                                                                                                                                                                                                   A Street
                                                                                                                                                                                                   A Town
                                                                                                                                                                                                   A City
                                                                                                                                                                                                   AB12 3CD



                                                                                                                                                                                                   13 January 2011



                                                                                                                                                                                                   RE: Subject



                                                                                                                                                                                                   Dear Mr Smith

                                                                                                                                                                                                   Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus eget dolor et magna fermentum venenatis id vitae velit.
                                                                   williamhill.com 0800 44 40 40 2350 shops                                                                                        Aliquam erat volutpat. Sed mi tellus, ullamcorper quis viverra commodo, tempus quis magna. Sed ut urna sed augue mattis
                                                                   William Hill Organization Limited.                                                                                              hendrerit. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Mauris at ipsum orci, nec
                                                                   Greenside House, 50 Station Road, Wood Green, London, N22 7TP.
                                                                   Telephone: 0208 918 3600                                                                                                        congue tortor. Curabitur eu erat mauris, nec mattis massa. Vestibulum libero orci, vulputate vitae condimentum eu, dignis-
                                                                                                                                                                                                   sim nec risus. Curabitur sapien massa, aliquet id vehicula id, congue ac nisi. Nunc venenatis volutpat libero. Etiam et ante
                                                                   Registered Office: Greenside House, 50 Station Road, Wood Green, London, N22 7TP. Reg No. 278208 England and Wales.             leo, sit amet viverra lacus. Aenean sollicitudin facilisis risus, in suscipit ante iaculis eu. Fusce condimentum porta est eget
                                                                                                                                                                                                   adipiscing. Cras in varius massa. Proin viverra eros id purus dapibus imperdiet. Nam rhoncus magna eu urna interdum sed
                                                                                                                                                                                                   varius magna rutrum. Donec ut elit ac erat vulputate porta quis et libero. In hac habitasse platea dictumst. Maecenas a est
                                                                                                                                                                                                   eget elit semper euismod eget sed risus.

                                                                                                                                                                                                   Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus eget dolor et magna fermentum venenatis id vitae velit.
                                                                                                                                                                                                   Aliquam erat volutpat. Sed mi tellus, ullamcorper quis viverra commodo, tempus quis magna. Sed ut urna sed augue mattis
                                                                                                                                                                                                   hendrerit. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Mauris at ipsum orci, nec
                                                                                                                                                                                                   congue tortor. Curabitur eu erat mauris, nec mattis massa. Vestibulum libero orci, vulputate vitae condimentum eu, dignis-
                                                                                                                                                                                                   sim nec risus. Curabitur sapien massa, aliquet id vehicula id, congue ac nisi. Nunc venenatis volutpat libero. Etiam et ante
                                                                                                                                                                                                   leo, sit amet viverra lacus.

                                                                                                                                                                                                   Lorem ipsum dolor sit amet, consectetur adipiscing elit.



                                                                                                                                                                                                   Kind Regards




                                                                                                                                                                                                   Your Name




                                                                                                                                                                                         williamhill.com 0800 44 40 40 2350 shops
                                                                                                                                                                                         William Hill Organization Limited.
                                                                                                                                                                                         Greenside House, 50 Station Road, Wood Green, London, N22 7TP.
                                                                                                                                                                                         Telephone: 0208 918 3600


                                                                                                                                                                                         Registered Office: Greenside House, 50 Station Road, Wood Green, London, N22 7TP. Reg No. 278208 England and Wales.




        Email brand@williamhill.co.uk for any additional advice.
52
Business communications
     Letterhead


        To ensure consistency, stock levels and
        paper quality across the business all
        stationery requirements are managed
        by Lockwood Stores dept. #5073.


        Writing a letter
        For standardisation black text should be
        used throughout and there should be                                  Mr John Smith
                                                                             Company Ltd
        only one layout:                                                     No.1 Building
                                                                             A Street
                                                                             A Town
                                                                             A City
                                                                             AB12 3CD
        Addressee’s address:
        Set to Arial in 9pt.
                                                                             13 January 2011

        Date:
        Set to Arial in 9pt.                                                 RE: Subject



        Subject:                                                             Dear Mr Smith
        Set to Arial bold in 9pt.
                                                                             Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus eget dolor et magna fermentum venenatis id vitae velit.
                                                                             Aliquam erat volutpat. Sed mi tellus, ullamcorper quis viverra commodo, tempus quis magna. Sed ut urna sed augue mattis
        Letter content:                                                      hendrerit. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Mauris at ipsum orci, nec

        Using a combination of Arial and Arial                               congue tortor. Curabitur eu erat mauris, nec mattis massa. Vestibulum libero orci, vulputate vitae condimentum eu, dignis-
                                                                             sim nec risus. Curabitur sapien massa, aliquet id vehicula id, congue ac nisi. Nunc venenatis volutpat libero. Etiam et ante
        Bold in 9pt. If required specific words                              leo, sit amet viverra lacus. Aenean sollicitudin facilisis risus, in suscipit ante iaculis eu. Fusce condimentum porta est eget
        can be italicised, or highlighted in                                 adipiscing. Cras in varius massa. Proin viverra eros id purus dapibus imperdiet. Nam rhoncus magna eu urna interdum sed
                                                                             varius magna rutrum. Donec ut elit ac erat vulputate porta quis et libero. In hac habitasse platea dictumst. Maecenas a est
        William Hill Dark Blue.                                              eget elit semper euismod eget sed risus.


        Your name:                                                           Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus eget dolor et magna fermentum venenatis id vitae velit.
                                                                             Aliquam erat volutpat. Sed mi tellus, ullamcorper quis viverra commodo, tempus quis magna. Sed ut urna sed augue mattis
        Set to Arial bold in 9pt.                                            hendrerit. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Mauris at ipsum orci, nec
                                                                             congue tortor. Curabitur eu erat mauris, nec mattis massa. Vestibulum libero orci, vulputate vitae condimentum eu, dignis-
                                                                             sim nec risus. Curabitur sapien massa, aliquet id vehicula id, congue ac nisi. Nunc venenatis volutpat libero. Etiam et ante
                                                                             leo, sit amet viverra lacus.
        An electronic version of this letterhead
        which can be used in Word is available.                              Lorem ipsum dolor sit amet, consectetur adipiscing elit.



                                                                             Kind Regards




                                                                             Your Name




                                                                   williamhill.com 0800 44 40 40 2350 shops
                                                                   William Hill Organization Limited.
                                                                   Greenside House, 50 Station Road, Wood Green, London, N22 7TP.
                                                                   Telephone: 0208 918 3600


                                                                   Registered Office: Greenside House, 50 Station Road, Wood Green, London, N22 7TP. Reg No. 278208 England and Wales.




        Email brand@williamhill.co.uk for any additional advice.
53
Business communications
     Compliment slips


        To ensure consistency, stock levels and
        paper quality across the business all
        stationery requirements are managed
        by Lockwood Stores dept. #5073.




                                                                   williamhill.com 0800 44 40 40 2350 shops
                                                                   William Hill Organization Limited.
                                                                   Greenside House, 50 Station Road, Wood Green, London, N22 7TP.
                                                                   Telephone: 0208 918 3600


                                                                   Registered Office: Greenside House, 50 Station Road, Wood Green, London, N22 7TP. Reg No. 278208 England and Wales.




        Email brand@williamhill.co.uk for any additional advice.
54
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