
# Brand design language

## Our expanded brand expression toolkit

BARCLAYS

August 2024
RESTRICTED – EXTERNAL: This document is for use only by Barclays employees and their nominated agencies.
This document has been optimised for digital and should not be printed where possible.

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# Introduction

The Barclays brand design language drives how we express ourselves through how we look, sound and feel and so influences every brand touchpoint our clients, customers and colleagues experience and interact with.

Our Brand Design Language (BDL) sits at the heart of everything we produce and should be considered at the very start of all brand design projects.

This document defines the BDL components within our brand expression that contribute to authentic and compelling Barclays experiences. It demonstrates how to embrace our sacred assets and provides direction and guidance to inspire designers, architects and internal teams on how to express our brand consistently across all touchpoints.

The following pages primarily look at how our brand design language works in physical environments, but its key principles must be considered and incorporated into all expressions of our brand.

For specific guidance on different brand touchpoints, see the Core principles and relevant application guidelines on brand.barclays.com.

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# Our BDL toolkit

In addition to the usual 2D components of our brand expression, our BDL consists of materials, shape and form, movement, light and interactions that help guide the design of environments and events.

By avoiding a prescriptive approach, we aim to inspire practitioners' creativity and fuel coherent, engaging expressions of the brand across all applications and experiences.

<table>
<tr>
<td>Cyan</td>
<td>Logo</td>
<td>Eagle</td>
<td>Portal</td>
<td>Typography</td>
</tr>
<tr>
<td>Colour</td>
<td>Photography</td>
<td>Graphic style</td>
<td>Motion</td>
<td>Global digital expression</td>
</tr>
<tr>
<td>Materials</td>
<td>Shape and form</td>
<td>Movement</td>
<td>Light and Sound</td>
<td>Interactions</td>
</tr>
</table>

🔵 Traditional components    ⚫ Experiential components

**Sidebar Navigation:**
* Introduction
* Sacred assets
* BDL toolkit
* Contacts

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# Design principles

Bold, expressive and purposeful are the simple principles, for brand practitioners and designers, that help bring our brand expression to life across all our environments.

Along with our sacred assets - our logo, Eagle and cyan, our design principles help to visually connect and unify our brand across every brand touch point and audience, enterprise wide. They help to ensure our brand is coherent, distinctive and authentic and so the following must be key considerations when working with the Barclays brand:

## Bold

All creative work should push boundaries, be innovative, bold and inventive. We strive for vivid, fresh, never seen before ideas that will create impact.

## Purposeful

We create purposeful, meaningful designs, tailored to the needs of each of our audiences, delivering trustworthy experiences that are truly authentic to who we are.

## Expressive

We want the work we produce to be positive, human, aspirational and expressive. Grounded in the reality of our colleagues, customers and clients we focus on the people we work for and those we work with. We believe in surfacing the most powerful currency of them all – real human connection.

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# Audience journey

The experiences we create across audience journeys represent our brand and who we are and so different moments call for varying amounts of brand presence.

We must be mindful and carefully consider the way we express and apply our brand design language and brand assets at each key touchpoint.

The level of brand presence should be assessed against the particular moment in the audience journey, the user mindset, the design format, and the business interaction.

This allows for more powerful brand recognition where required, and quieter moments to give a change of pace and not to overwhelm our users.

For example, our brand (and the use of our logo) is more obvious in our welcome moments when users first engage with Barclays (high level of brand presence).

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# Our sacred assets

The most important elements of our brand expression: our logo, Eagle and cyan, are what we refer to as sacred assets. These are the elements that uniquely and distinctively define our expressions as 'from Barclays'.

By the use of one or all of these assets together, we create a clearly recognised brand that conveys trust and cohesion.

Our sacred assets must not be altered, and the way the logo, Eagle and cyan are expressed in this document must be adhered to.

This document gives guiding principles on how to use our sacred assets within the physical space, please refer to Core principles document for more specific details around the use of the sacred assets.

**Cyan Color Sample**
[Large cyan/blue rectangular color sample]

**BARCLAYS**
[Barclays logo featuring the eagle symbol followed by the wordmark "BARCLAYS" in blue]

[Eagle symbol - standalone blue eagle icon]

Brand design language
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* Introduction
* **Sacred assets**
* BDL toolkit
* Contacts

# Logo

Our logo is our primary brand asset, and we use it purposefully to signal our brand across all our touchpoints.

This includes our marketing and communications, cards, primary and secondary signage in our workplaces and branches, at events and on Barclays merchandise.

Although our Eagle is also a distinct and a highly recognised part of our logo and brand, the full Barclays logo must always be seen before the stand alone Eagle in the audience journey.

It is crucial that we present the logo correctly and consistently. See our Core principles for more information on our logo types and usage.

The page shows various applications of the Barclays logo including:
- Building exterior signage on a modern office building
- Interior branch signage and customer service areas
- Digital applications showing event messaging and supporting copy
- Various branded materials and environments displaying the Barclays logo consistently

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# Eagle

The full Barclays logo must always be the first thing the audience see in our communications, and in our branch and workplace environments.

Our Eagle is also a distinct and highly recognised part of our logo and brand, that brings trust and reassurance, and because of this we can use it as a standalone element once the brand has been established or the audience is already within Barclays branded spaces.

The Eagle has key experiential properties including establishing a sense of permanence, aiding navigation and providing brand assurance.

It is crucial that we present the Eagle correctly and consistently. See our Core principles for more information on our Eagle formats and usage.

The Eagle has key experiential properties which are outlined on the following pages:

<table>
<thead>
<tr>
<th>A sense of permanence</th>
<th>Navigational</th>
<th>Brand assurance</th>
</tr>
</thead>
<tbody>
<tr>
<td>[Image showing an embossed or carved eagle symbol on a concrete or stone surface, demonstrating permanence and solidity]</td>
<td>[Image showing a blue Barclays eagle logo on what appears to be a white directional sign or wayfinding element in an interior space]</td>
<td>[Image showing an eagle symbol embossed or printed on a teal/turquoise textured surface, likely representing brand materials or packaging]</td>
</tr>
</tbody>
</table>

Brand design language
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Our sacred assets    Logo    Eagle    Cyan

## Navigation
* Introduction
* Sacred assets
* BDL toolkit
* Contacts

# A sense of permanence

Within more permanent structures and spaces, for example in branch and workplace environments, we use the Eagle confidently to provide a sense of belonging, and help reinforce key attributes of our brand, our purpose and our history.

These uses must relate to fixed or long-term messages and experiences and will likely be inside a building, only after the full Barclays logo has been shown.

In these executions we use the Eagle at scale, and, where there is relevant purpose and opportunity, can also be subtly expressive by using different materials creatively.

## Examples

**Example 1:** Recessed into concrete to give a feeling of permanence and history.

**Example 2:** Using materials to be subtly expressive.

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# Navigational

The Eagle has navigational properties and so can be used to help identify and reinforce Barclays presence in branch, events and workplace signage and also in digital interactions.

Its application should always be purposeful and never decorative - examples include interactive buttons, app tiles, physical projecting signs and light projections.

Projecting signs assist with locating branches in busy environments.    Illuminated Eagle on a lift button.

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# Brand assurance

Like a kite mark or quality seal, the Eagle is a confident signal, and a symbol of assurance and trust. Its presence gives reassurance and confidence that you're in good hands.

Used in this way, the Eagle must only appear occasionally and be very deliberate in its placement. It must never be used decoratively or appear haphazard or monotonous.

Embossing, screen-printing or embroidering the Eagle onto Barclays merchandise.

Die-cutting the Eagle into surfaces and furniture.

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# Cyan

Colour is a powerful communicator and is recognised before other visual elements of a brand.

Cyan is strongly identified with Barclays, and is a sacred asset that must be applied with care and consideration to retain its integrity and stand-out.

We must identify 'cyan moments' where we resonate with colleagues and visitors (and increase the positive brand impact of cyan). Throughout all our touchpoints we use cyan sparingly to convey ownership, aid navigation, and provide acknowledgement and direction.

Our cyan has three key experiential properties which are outlined on the following pages:

## Purposeful moments
Visual example showing cyan-colored elevator doors or panels in a modern office building interior with reflective floors.

## Reassuring guidance  
Visual example showing a person in business attire looking at a device, with a large cyan "2" graphic element providing directional or informational guidance.

## Highlighting details
Visual example showing a textured pattern or surface with a single cyan circular element that stands out against the monochromatic background, demonstrating how cyan can highlight specific details.

Brand design language
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Our sacred assets > Logo > Eagle > Cyan

# Purposeful moments

**Navigation:**
* Introduction
* **Sacred assets** (current)
* BDL toolkit
* Contacts

Bold application of cyan can help celebrate our activities, and the intelligent and innovative solutions we provide.

It should be applied with purpose, drawing attention to unique features that will benefit the user and provide brand reassurance.

For more premium parts of the business, cyan should be used more judiciously as finer details rather than large areas of colour.

**Example Applications:**

The page displays a grid of six example images showing purposeful cyan applications in various settings:

- Modern office corridor with cyan accent panels and lighting
- Collaborative workspace with cyan furniture and meeting pods
- Contemporary office seating area with cyan accent furniture
- Reception area with cyan upholstered seating
- Close-up of cyan upholstered chair detail
- Minimalist workspace with cyan accent stool

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## Navigation Menu

* Introduction
* **Sacred assets**
* BDL toolkit
* Contacts

# Reassuring guidance

Used consistently, cyan can provide guidance and reassurance, improving user experience and brand recognition.

The use of cyan should be simple and straightforward, always suggesting movement and progress. Used purposefully, it should never feel forced or out of place, but integrated seamlessly into the audience journey.

The page includes visual examples showing hands interacting with digital interfaces and touchscreens, demonstrating the use of cyan color in user interface elements to provide guidance and visual feedback. These examples illustrate cyan being used in interactive elements, progress indicators, and navigation aids across different digital touchpoints.

Brand design language
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# Highlighting details

Introduction

Sacred assets

BDL toolkit

Contacts

Cyan can be used to draw out the smaller details that help to subtly reinforce the Barclays brand.

It's not about decorating everything with cyan detail, it's about adding occasional elements that bring personality and originality.

Contrasting cyan with different materials and textures, in interesting ways, will help elevate cyan and avoid the coldness that cyan and white alone can bring.

The page includes three example images showing cyan color applications: a modern three-legged stool with cyan-colored seat in a home interior setting, an architectural detail featuring cyan accent lighting or trim, and a textured surface with a cyan circular element or detail.

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# Our BDL toolkit

To guide and inspire a broader range of touchpoints, we supplement the core components of our brand expression with guidance around the use of materials, shape and form, movement, light and interactions.

Guidance around our toolkit is laid out in this document.

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# Sustainability

Sustainability is an integral part of our business and it's imperative that we keep this at the forefront when creating any applications.

## Considerations

* Aim to use recycled and recyclable materials
* Always try to reuse or hire. Avoid creating something totally new and adding more clutter to the world
* Aspire to use locally sourced materials, and work with the local community when creating applications
* Think digital – if a communication can be just as impactful on screen then use our users devices where possible.

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# Colour

We're identified by cyan, but we live in a diverse and colourful world. We respect this, embracing heritage, local cultures and communities, and we extend our use of colour to bring positivity and engage our diverse audiences.

We have a broad spectrum of colours that can stretch to fit the many areas of our organisation and support the diverse stories they need to tell.

Use colour creatively: be expressive and bold, but always with purpose and never forgetting the importance of our sacred asset, cyan. Ensure colours always work in the environment and the local culture.

**An architectural canvas**
Neutral tones create an architectural canvas that promotes warmth and openness, and then colour can be used to bring energy and break up zones to create highlights and add drama.

[The page contains four images showing different color applications in office spaces: 1) A modern office meeting area with neutral tones, wooden elements, and pendant lighting, 2) A bright magenta/pink meeting room with two people dining, 3) An orange/yellow branded space with "DOCK" signage and two people in conversation, 4) A red meeting room with white chandelier and people working]

The Barclays colour palette has a broad range of colours for setting the mood and tone. Use different colour combinations for different zones.

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# Materials

Sustainability is an integral part of our business and our ambition to be a net zero bank by 2050. We can make a real difference in the materials, products and structures we choose to work with. For example in events, always try to reuse or hire, from kit to cutlery. Avoid creating something totally new and adding more clutter to the world.

Alternatively think digitally - can a communication be just as impactful on screen?

Within all physical spaces, work with eco-friendly and recyclable materials wherever possible: locally sourced, respectful of the environment and community.

<table>
<tr>
<td>
<strong>Healthy environments</strong><br>
Materials should be free from harmful additives and chemicals. Choose products and materials that can be part of the circular economy, so nothing will go to waste.
</td>
<td>
<strong>Infuse with nature</strong><br>
Choose locally sourced materials that have a good connection to nature. This will help spaces feel engaging, rich, warm and authentic (and provide a platform for brand stories).
</td>
<td>
<strong>Responsive application</strong><br>
Materials should be carefully chosen for their function, where appropriate harnessing the latest technologies and developments in manufacturing.
</td>
</tr>
</table>

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Introduction

Sacred assets

BDL toolkit

Contacts

# Shape and form

The way we apply shape and form in design should always feel purposeful, never arbitrary or decorative. We're bold and expressive, and use simple, functional forms, paying attention to the transitions from one surface to another, and their modern, geometric elegance.

Our brand design language allows for both strong rectilinear forms and more organic shapes, redolent of the Eagle.

Beyond appealing to the eye, the shape and form of our environments and products should also appeal to the touch, and, where relevant, have a positive effect on acoustics.

**Spatial definition**
Shape and form influences everything from architecture to furniture. Curved organic spaces can feel open and inviting, using bold angular forms can create striking moments that capture the user's attention.

**Tailored moments**
Bold use of shape and form can create areas for activity and interaction and flex to help create different areas and zones within the audience journey.

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# Movement

Our brand is underpinned by our signature motion, 'Always moving'. This relates to both actual and perceived movement.

The way we design should promote experiences that are fluid, seamlessly moving from one plane to another, one process to another, speeding up and slowing down in response to the user, but always moving forward, confident and committed to making progress.

Think beyond the physical to how movement can influence our digital touchpoints.

For more information on 'Always moving' see the Motion principles guidelines on brand.barclays.com.

<table>
<tr>
<td>
<strong>Seamless transitions</strong><br>
We create experiences that are easy to navigate and have a sense of flow. The design of our spaces must always reinforce this quality.
</td>
<td>
<strong>Forward looking</strong><br>
Providing clear lines of site dramatises movement between zones. This will enable fluid and seamless journeys for our audiences.
</td>
<td>
<strong>Thinking digital</strong><br>
We can use digital screens with movement to engage, interact and capture the attention of the audience.
</td>
</tr>
</table>

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# Light

Light can bring many attributes to our experiences. The type of ambient light we choose can refresh or add warmth and a sense of openness to our environments and experiences.

Light can also be a signal of activity, pulsing, breathing, reassuring. Use cyan highlights actively to say we're here, we're working, we're ready to respond.

Beyond artificial light sources, consider opportunities to harness natural light. The play of reflections in a room, or dappled shade can create inviting moments that feel connected and human.

## Providing focus

Focused, dynamic lighting can provide direction and a sense of narrative to environments.

## Signal of activity

Light can bring environments alive, appearing to respond to the audience. We use light, often cyan, to highlight key activities. It can be bold or subtle but must always let the user know that we are active and present.

## Uplifting spaces

Whether maximising natural light or using ambient light to create a relaxed and calm environment, its application must always enhance and work harmoniously with architectural features, surfaces and materials.

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Introduction

Sacred assets

BDL toolkit

Contacts

# Interactions

We respond to our users, embracing the way they interact, and learn from them.

It's important when thinking of interactions to think of accessibility, so it's imperative that we think of every individual's needs and ensure we communicate and interact with them in the best possible way.

We harness intuitive human gestures in our interactions; gestures that glide, moving seamlessly from one instruction or keystroke to another, rather than poking and prodding at a button or screen.

When building gestures and movement into interactions refer to our Motion principles available on brand.barclays.com.

### Reassuring acknowledgements
User activities and interactions should be acknowledged using smart and practical cues. Depending on the application and user they can be bold and deliberate, or where appropriate, more subtle responses.

### Awakening the senses
Our interactions aren't merely visual. Considered use of sound design, music and haptics will add further reassurance and engagement.

### Material connection
Beyond haptic technologies we also consider touch in our environmental material and textures choices. As well as building a fuller sensory picture this makes our interactions accessible to wider group of users.

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# Contacts

For further information please contact the Group Brand team brand@barclays.com or visit the Barclays brand site brand.barclays

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