
# Brand architecture

## Discover how we brand new propositions

BARCLAYS

Version 2 April 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

As a **pioneering business** we always have new initiatives in the pipeline. So, to support these initiatives with **impactful, best practice branding** and in parallel ensure that we maintain and **build equity in our Masterbrand**, we've developed this branding guidance for **new propositions**. This guidance is intended to give an indication of the appropriate approach to branding new propositions within the Barclays brand architecture, before beginning consultation with the Group Brand team.

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# Brand strategy

Barclays has and continues to adopt the One Barclays brand strategy.

Our strategy enables us to:

* **Maximise** external brand equity

* Minimise internal duplication and **reduce inefficiencies**

* **Streamline** trademark and legal costs

* Manage our brand more easily

* **Optimise** our marketing **investment**.

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# Our core brands

## Masterbrand                                    Sub-brand

BARCLAYS                                         barclaycard

> Each of our core brands may have endorsed brands and/or partnerships/sponsorships.
> 
> This guidance focuses on how to classify new Barclays propositions in relation to our Masterbrand and within our brand architecture.

Barclays brand architecture
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# Building and protecting our brand

Within our brand architecture, there are four ways to codify the relationships between branded assets and the Masterbrand:

<table>
<thead>
<tr>
<th>Masterbrand</th>
<th>Endorsed Brand</th>
<th>Separate</th>
<th>Partnerships and Sponsorships</th>
</tr>
</thead>
<tbody>
<tr>
<td colspan="4" style="text-align: center; font-style: italic;">Decreasing level of equity and control from the masterbrand → Independent scenario</td>
</tr>
<tr>
<td>
<strong>Masterbrand only with separate descriptor</strong><br>
MASTERBRAND
</td>
<td>
<strong>Masterbrand and linked signposting</strong><br>
MASTERBRAND<br>
SIGNPOSTING
</td>
<td>
<strong>Masterbrand extension with or without wordmark</strong><br>
MASTERBRAND<br>
EXTENSION
</td>
<td>
<strong>Strongly endorsed brand</strong><br>
MASTERBRAND<br>
OFFERING NAME
</td>
</tr>
<tr>
<td></td>
<td></td>
<td></td>
<td>One-step removed from Masterbrand</td>
</tr>
<tr>
<td></td>
<td></td>
<td>
<strong>Lightly endorsed brand</strong><br>
MASTERBRAND<br>
OFFERING NAME
</td>
<td>
<strong>Standalone brand</strong><br>
No link to masterbrand<br>
BRAND X
</td>
</tr>
<tr>
<td></td>
<td></td>
<td>Two-steps removed from Masterbrand</td>
<td>
<strong>Masterbrand and partner or sponsored brand</strong><br>
MASTER BRAND    PARTNER<br><br>
Note: This scenario should only be used when working with external partners, and never when branding our own entities.
</td>
</tr>
</tbody>
</table>

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# Brand strategy

## Brand architecture

### Brand expression

#### Summary

## Illustrative examples, visualising how each relationship might be represented.

<table>
<thead>
<tr>
<th>Masterbrand</th>
<th>Endorsed Brand</th>
<th>Separate</th>
<th>Partnerships and Sponsorships</th>
</tr>
</thead>
<tbody>
<tr>
<td>MASTERBRAND</td>
<td>MASTERBRAND<br>OFFERING NAME</td>
<td>BRAND X</td>
<td>MASTER BRAND    PARTNER</td>
</tr>
<tr>
<td>MASTERBRAND<br>SIGNPOSTING</td>
<td></td>
<td></td>
<td></td>
</tr>
<tr>
<td>MASTERBRAND<br>EXTENSION</td>
<td></td>
<td></td>
<td></td>
</tr>
<tr>
<td>MASTERBRAND<br>OFFERING NAME</td>
<td>MASTERBRAND<br>OFFERING NAME</td>
<td></td>
<td></td>
</tr>
</tbody>
</table>

*Decreasing level of equity and control from the masterbrand*    *Independent scenario*

### Brand Examples:

**Masterbrand:**
- BARCLAYS

**Masterbrand with Extensions:**
- BARCLAYS | Private Bank
- BARCLAYS | LifeSkills
- BARCLAYS | Eagle Labs

**Endorsed Brand:**
- rise (Powered by BARCLAYS)

**Separate:**
- CLYDE PLACE (BARCLAYS)

**Partnerships and Sponsorships:**
- BARCLAYS | Premier League

*There is no current example of this brand scenario within Barclays.*

Method of endorsement can be visual or verbal, depending on individual brief, target audience or how close the entity is to the Masterbrand.

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# Indicators of when to use the Masterbrand

<table>
<tr>
<td>

<table>
<tr>
<td style="background-color: #0078D4; color: white; text-align: center; padding: 20px;">
Masterbrand
</td>
</tr>
</table>

<br>
Masterbrand only<br>
and <strong>separate descriptor</strong>
</td>
<td>

<table>
<tr>
<td style="background-color: #0078D4; color: white; text-align: center; padding: 20px;">
Masterbrand
</td>
</tr>
<tr>
<td style="background-color: #0078D4; color: white; text-align: center; padding: 10px;">
Signposting
</td>
</tr>
</table>

<br>
Masterbrand<br>
and <strong>linked signposting</strong>
</td>
<td style="background-color: #0078D4; color: white; padding: 20px;">
• Offering is linked to the <strong>core business</strong> of Barclays (e.g. financial services)<br><br>
• Offering is usually targeting an <strong>existing audience group</strong> with awareness of Barclays<br><br>
• Offering does not involve any <strong>visible third parties</strong><br><br>
• Offering does not involve <strong>conflicts with existing products or services.</strong><br><br>
<strong>Signposting:</strong><br><br>
• Signposting is reserved for <strong>specialised areas</strong> of the business where there is <strong>strategic rationale for creating distinction</strong><br><br>
• All instances of signposting must be approved by the Group Brand team.
</td>
</tr>
</table>

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# Indicators of when to use a Masterbrand extension

<table>
<tr>
<td style="background-color: #0078D4; color: white; text-align: center; padding: 20px;">Masterbrand</td>
<td rowspan="2" style="padding: 20px;">
• Masterbrand extensions broaden the perception of Barclays' remit and help Barclays build credibility in new areas<br><br>
• Offering is <strong>core</strong> to the Barclays business and Masterbrand, but is in an area that Barclays wants to specifically highlight and build reputation in<br><br>
• Offering is usually targeting an <strong>existing audience group</strong> with awareness of Barclays<br><br>
• Offering does not involve any <strong>visible third parties</strong><br><br>
• Offering does not involve <strong>conflicts with existing products or services</strong><br><br>
• All Masterbrand extensions must be approved by the Group Brand team.
</td>
</tr>
<tr>
<td style="background-color: white; color: #0078D4; text-align: center; padding: 10px; border: 2px solid #0078D4;">Extension</td>
</tr>
<tr>
<td style="text-align: center; padding: 10px;">Masterbrand<br>with or without wordmark</td>
<td></td>
</tr>
</table>

Brand strategy
Brand architecture
Brand expression  
Summary

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# Indicators of when to use a strongly endorsed brand

<table>
<tr>
<td>Masterbrand<br><br>Offering name</td>
<td>Branded offering with strong endorsement</td>
<td>
• Strongly endorsed brands have <strong>strong future market potential</strong> and drive reconsideration of the Barclays brand<br><br>
• Offering is not core, but is <strong>complementary</strong>, to the core business of Barclays and the Masterbrand<br><br>
• Offering may be targeting an <strong>entirely new audience group</strong> with little or no awareness of Barclays<br><br>
• Offering needs a <strong>specific brand communication</strong> beyond the usual Barclays Masterbrand<br><br>
• Offering does not involve <strong>visible third parties</strong>.<br><br>
* <strong>Note:</strong> While offerings may start as an endorsed brand, in some instances these entities may adopt a transition strategy to become part of the Masterbrand.
</td>
</tr>
</table>

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# Indicators of when to use a lightly endorsed brand

<table>
<tr>
<td>Masterbrand<br><br>Offering name<br><br><br>Branded offering with<br><strong>light endorsement</strong></td>
<td>
• Offering is not core to the Barclays business or Masterbrand<br><br>
• Offering may require independence and impartiality from Barclays to compete effectively in market<br><br>
• Offering may be targeting an <strong>entirely new audience group</strong> with little or no awareness of Barclays<br><br>
• Offering needs a <strong>specific brand communication</strong> beyond the usual Barclays Masterbrand<br><br>
• Offering involves potential <strong>conflicts with existing products or services</strong><br><br>
• Offering is a <strong>test and learn</strong> where the risk to the Masterbrand and the offering lifespan is unknown<br><br>
• Offering does not involve <strong>visible third parties</strong>.<br><br>
<strong>* Note:</strong> While offerings may start as an endorsed brand, in some instances these entities may adopt a transition strategy to become part of the Masterbrand.
</td>
</tr>
</table>

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# Indicators of when to use a separate brand

**Brand X**

Standalone brand  
No link to Barclays

* Offering is **not aligned** to the business of Barclays
* Offering has a **reputation risk** for the Masterbrand
* Offering has **legal reasons** preventing it from being associated with the Masterbrand
* Offering is a **joint venture** being launched with a third party
* Barclays **does not have control** of the brand or business.

**Note:** The separate brand approach should only be used in a **rare minority** of cases, as it does not help to build equity in the Masterbrand.

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# Barclays brand architecture and brand expression

The visual expression of our branded assets is a powerful way of reinforcing the closeness (or distance) of their relationship to the Barclays Masterbrand. To guide in the development of this visual expression we have established the following principles which determine which elements of the Barclays toolkit must and must not be used – and where additional areas of flex are allowed.

* Our sacred assets are the elements which most powerfully signal Barclays. The logo and Eagle are only used by the Barclays Masterbrand and Masterbrand extensions. Cyan is used by endorsed brands to create a visual link to the Barclays Masterbrand.

* Strongly and lightly endorsed brands feature the Barclays logo in their communications but only in the form of an approved endorsement lock-up. Strongly endorsed brands may also use the Portal if there is a strong rationale.

* The elements of the Barclays brand expression which support the sacred assets, but which are not unique signals of Barclays, such as the Global Digital Expression (GDE), graphic style and Barclays typefaces must be used by endorsed brands. This will assist in the speed and cost of developing the expression of these brands, as well as making future migration of lightly endorsed brands to strongly endorsed brands an easier process. These elements support, but do not restrict the unique expression of the endorsed brands.

* Endorsed brands are allowed to use elements such as the Barclays photographic style, but where required to support the uniqueness of their offer, can supplement their expression by using wordmarks, graphic devices, photography and/ or illustration styles from outside of the Barclays brand expression. The elements of flex, as well as the elements that are fixed, are shown on the following pages.

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Barclays brand architecture
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**Brand strategy**

**Brand architecture**

**Brand expression**

**Summary**

# Masterbrand

## Fixed
Barclays brand expression.

<table>
<tr>
<td>Logo</td>
<td>Eagle</td>
<td>Cyan</td>
<td>Portal</td>
</tr>
<tr>
<td>Font</td>
<td>Colour</td>
<td>Photography</td>
<td>Graphic style</td>
</tr>
<tr>
<td>Motion</td>
<td>Global Digital Expression</td>
<td></td>
<td></td>
</tr>
</table>

## Flex
Signposts are allowed when approved via the Big Ticket process.
Note: Additional flex that has been granted to your Business Unit should also be taken into account.

**Signposts**

<page_footer>
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# Masterbrand extension

## Fixed

Barclays brand expression.

<table>
<tr>
<td>Logo<br>BARCLAYS with blue eagle logo</td>
<td>Eagle<br>Blue eagle symbol</td>
<td>Cyan<br>Solid cyan square</td>
<td>Portal<br>Cyan square with magenta square inside</td>
</tr>
<tr>
<td>Font<br>Barclays Effra<br>Arial</td>
<td>Colour<br>Color palette swatches in various colors</td>
<td>Photography<br>Images showing people and scenes</td>
<td>Graphic style<br>Charts and graphic elements</td>
</tr>
<tr>
<td>Motion<br>ALWAYS MOVING.<br>WE NEVER STOP.</td>
<td>Global Digital Expression<br>Digital interface elements</td>
<td></td>
<td></td>
</tr>
</table>

## Flex

In some instances, a wordmark may be created. Barclays Effra must be used when typesetting the name of the extension to create the wordmark. The wordmark should be displayed using the signposting style. The creation of any new wordmark should first be strategically approved via the Big Ticket process.

**Extension name**  
in Barclays Effra,  
no symbols

New Pro  
New  
Pro

**Signposts**

~~Crossed signpost example~~

Crossed elements must not be used

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# Strongly endorsed brand

## Fixed

Strongly endorsed brands use the Barclays brand expression elements, however the logo may only appear within the endorsement lock-up and the Eagle must not be used. When using the colour palette, cyan must always be present and feature prominently.

**Endorsement**
BARCLAYS
BARCLAYS  
BARCLAYS

**Cyan**
[Cyan color block]

**Colour**
[Color palette grid showing various colors]

**Font**
Barclays Effra
Arial

**Photography**
[Image showing people in what appears to be a retail/business environment]

**Graphic style**
[Graphic showing charts and business icons]

**Motion**
ALWAYS MOVING.
WE NEVER STOP.

**Global Digital Expression**
[Interface elements showing navigation dots and controls]

~~**Logo**~~
~~BARCLAYS~~

~~**Eagle**~~
~~[Eagle symbol]~~

## Flex

The name of the offer must be typeset in Barclays Effra to create the wordmark. An optional graphic device can be developed to add uniqueness to the visual expression, but should not be used to create a logo. The Portal may be introduced to maintain and build equity in the Masterbrand if there is a strong rationale. The creation of any new brand expression assets, as well as a new, endorsed brand expression, must be signed off via the Big Ticket process.

**Name in Effra, no symbols**
NewPro

**Communicates that we are behind a technological or entrepreneurial offering**
BARCLAYS

**Communicates that we are behind an offering**
BARCLAYS

**Communicates that we are behind an offering**
BARCLAYS

**Graphic device**
Bespoke graphic device – optional

**Portal**
[Blue and magenta rectangular blocks]

**Signposts**
~~[Crossed out signpost examples]~~

**Extension name in Barclays Effra, no symbols**
~~[Crossed out extension examples]~~

**Crossed elements must not be used**
~~[Large crossed out X symbol]~~

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# Lightly endorsed brand

## Fixed

Uses the Barclays brand expression, but the logo, Eagle and Portal must not be used. The logo and Eagle only appear within the endorsement lock-up. When using the colour palette, cyan must be present, but it does not need to feature prominently.

<table>
<tr>
<td>Endorsement</td>
<td>Cyan</td>
<td>Colour</td>
<td>Font</td>
</tr>
<tr>
<td>Photography</td>
<td>Graphic style</td>
<td>Motion</td>
<td>Global Digital Expression</td>
</tr>
<tr>
<td>~~Logo~~</td>
<td>~~Eagle~~</td>
<td>~~Portal~~</td>
<td></td>
</tr>
</table>

## Flex

The name of the offer must be typeset in Barclays Effra to create the wordmark. An optional graphic device can be developed to add uniqueness to the visual expression, but should not be used to create a logo, unless there is a strong strategic rationale. The Barclays photography style, or new photography and illustration styles, can be used. The creation of any new brand expression assets, as well as a new, endorsed brand expression, must be signed off via the Big Ticket process.

<table>
<tr>
<td>Name in Barclays Effra, no symbols</td>
<td>Communicates that an offering is for everyone, not just for Barclays customers</td>
<td>Communicates that we are behind a technological or entrepreneurial offering</td>
<td>Bespoke graphic device – optional</td>
</tr>
<tr>
<td>Photography</td>
<td>Bespoke photography style – optional</td>
<td>Bespoke illustration style – optional</td>
<td>Graphic device</td>
</tr>
<tr>
<td>Signposts</td>
<td>Extension name in Barclays Effra, no symbols</td>
<td></td>
<td>Crossed elements must not be used</td>
</tr>
</table>

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# How our brand architecture influences our branded assets and the level of equity shared with the Masterbrand

<table>
<thead>
<tr>
<th>Masterbrand</th>
<th>Endorsed Brand</th>
<th>Separate</th>
<th>Partnerships and Sponsorships</th>
</tr>
</thead>
<tbody>
<tr>
<td colspan="4"></td>
</tr>
<tr>
<td>Masterbrand</td>
<td>Masterbrand signpost</td>
<td>Masterbrand extension</td>
<td>Branded offering with strong endorsement</td>
<td>Branded offering with light endorsement</td>
<td>Standalone brand</td>
<td>Partnership or Sponsorship</td>
</tr>
<tr>
<td>MASTERBRAND</td>
<td>MASTERBRAND<br>SIGNPOSTING</td>
<td>MASTERBRAND<br>EXTENSION</td>
<td>MASTERBRAND<br>OFFERING NAME</td>
<td>MASTERBRAND<br>OFFERING NAME</td>
<td>BRAND X</td>
<td>MASTER BRAND    PARTNER</td>
</tr>
<tr>
<td>Masterbrand only with separate descriptor</td>
<td>Masterbrand and linked signposting</td>
<td>Masterbrand with or without wordmark</td>
<td>Branded offering with strong endorsement</td>
<td>Branded offering with light endorsement</td>
<td>Standalone brand<br>No link to masterbrand</td>
<td><em>Independent scenario</em></td>
</tr>
<tr>
<td><strong>Strategy</strong><br>• Fully aligned to Masterbrand strategy (Purpose, Values, Personality).<br><br><strong>Visual expression</strong><br>• Fully follows Masterbrand guidelines and core principles, including Business Unit flexes where relevant.</td>
<td><strong>Strategy</strong><br>• Fully aligned to Masterbrand strategy<br>• May have a nuanced proposition to be more relevant to target audience<br>• Signposting is used to aid navigation to a core, but specialised, area of the business that requires separate identification.<br><br><strong>Visual expression</strong><br>• Fully follows Masterbrand guidelines.</td>
<td><strong>Strategy</strong><br>• Fully aligned to Masterbrand strategy (Purpose, Values, Personality)<br>• Core to the Barclays business and Masterbrand, but is in an area that Barclays wants to specifically highlight and build reputation in.<br><br><strong>Visual expression</strong><br>• Fully follows Masterbrand guidelines and core principles.<br>• In some instances, a wordmark may be created.</td>
<td><strong>Strategy</strong><br>• Not core, but complementary, to the Barclays business and Masterbrand today<br>• Help broaden the perception of Barclays and help Barclays build credibility in new areas<br>• May become core in the future.<br><br><strong>Visual expression</strong><br>• One step removed from the Masterbrand.</td>
<td><strong>Strategy</strong><br>• Not core to the Barclays business or Masterbrand today<br>• Help Barclays build familiarity with new audiences and markets, without being constrained by existing associations of the Masterbrand<br>• Protect the Masterbrand during a test and learn.<br><br><strong>Visual expression</strong><br>• Two steps removed from the Masterbrand.</td>
<td><strong>Strategy</strong><br>• Not directly aligned to the Masterbrand, has a unique brand strategy.<br><br><strong>Visual expression</strong><br>• Has a unique visual identity.</td>
<td><em>Note: This scenario should only be used when working with external partners, and never when branding our own entities.</em></td>
</tr>
</tbody>
</table>

Brand strategy
Brand architecture
Brand expression
Summary

Barclays brand architecture
V2 April 2024Page 17


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Barclays brand architecture
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< Previous

Overview Further information

Brand strategy

Brand architecture

Brand expression

Summary

# Questions

If you have any additional questions or wish to begin consultation about branding a new proposition, please contact the Group Brand team:

brand@barclays.com