
# Brand expression core principles

Discover our brand →

BARCLAYS

Version 2, 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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< Previous                                                                                                                                Next >

**Introduction**
**DE&I**
**Accessibility**
**Sustainability**
**Brand strategy**
**Capturing possibilities**
**Voice**
**Design principles**
**Brand design language**
**Sacred assets**
**Logo**
**Portal**
**Colour**
**Typography**
**Photography**
**Graphic style**
**Motion**
**Global digital expression**
**Brand site and business areas/flexes**
**Contacts**

# Introduction

Our brand is our face to the world; through associations of our name, the brand assets we use to communicate and the character we demonstrate through our activities.

It is a set of expectations. A promise to our customers, clients, colleagues and communities. From our logo to our website to the way we serve – our brand drives all of these things.

Every touchpoint is an opportunity to express ourselves, change perceptions and build relationships.

The perceptions of our brand are fundamental to the performance of our business. It is shown that companies with top brands outperform those without them.

Having a strong brand drives custom, fosters partnerships and attracts talent.

In this document you'll find the starter tools and information needed to use our brand elements in the best possible way.

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# Diversity, equity and inclusion

**Navigation Menu:**
* Introduction
* **DE&I** (current page)
* Accessibility
* Sustainability
* Brand strategy
* Capturing possibilities
* Voice
* Design principles
* Brand design language
* Sacred assets
* Logo
* Portal
* Colour
* Typography
* Photography
* Graphic style
* Motion
* Global digital expression
* Brand site and business areas/flexes
* Contacts

At Barclays we are committed to building an inclusive and supportive brand. Diversity, equity, and inclusion (DE&I) should always be in your mind when creating communications or physical spaces.

We have a duty to be inclusive and representative to everyone, ensuring religion, race, ethnicity, gender identity, sexual orientation, age and status is always considered and that everyone feels included and welcome in communications.

The page includes images showing diverse groups of people in workplace and social settings, including colleagues of different ethnicities, ages, and backgrounds working together and socializing, which visually reinforces the DE&I message.

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**Navigation Menu:**
* Introduction
* DE&I
* **Accessibility** (current page)
* Sustainability
* Brand strategy
* Capturing possibilities
* Voice
* Design principles
* Brand design language
* Sacred assets
* Logo
* Portal
* Colour
* Typography
* Photography
* Graphic style
* Motion
* Global digital expression
* Brand site and business areas/flexes
* Contacts

# Accessibility

Accessibility is another key area of being reflective of our audience today. Accessibility at Barclays means we ensure that we provide products, services or employment for everyone, regardless of their abilities, situation or circumstances.

This extends to how we design and develop digital services – ensuring we provide a great experience for a greater number of people. We don't want to unintentionally leave out or leave anyone behind, so focusing on accessibility and inclusive design has to be at the heart of how we operate. Our digital and website guidelines have been designed with accessibility in mind.

Here's how our subtitles look

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# Sustainability

**Navigation Menu:**
* Introduction
* DE&I
* Accessibility
* Sustainability
* Brand strategy
* Capturing possibilities
* Voice
* Design principles
* Brand design language
* Sacred assets
* Logo
* Portal
* Colour
* Typography
* Photography
* Graphic style
* Motion
* Global digital expression
* Brand site and business areas/flexes
* Contacts

Sustainability is an integral part of our business and our ambition to be a net zero bank by 2050. Barclays can make a real contribution to tackling climate change and help accelerate the transition to a low-carbon economy.

Barclays is taking a leading role in tackling climate change and helping to accelerate the transition to a low-carbon economy, setting the ambition to be a net zero bank by 2050. We have developed a powerful and simple creative platform in our Net Zero Guidelines, to be used when we are communicating about our commitment to climate change.

We can all make a real difference to tackling climate change and it's imperative that we keep this at the forefront when creating any applications.

Do consider the following in all work to support our sustainability goals:

* 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. For example in events, always try to reuse or hire, from kit to cutlery. For more information on sustainable events see our events guidelines.
* Aspire to use locally sourced materials, and work with the local community when creating applications.
* Within all physical spaces, work with eco-friendly and recyclable materials wherever possible: respectful of the environment.
* Think digital – if a communication can be just as impactful on screen then use our users devices where possible.

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# Brand strategy

**Navigation Menu:**
* Introduction
* DE&I
* Accessibility
* Sustainability
* Brand strategy
* Capturing possibilities
* Voice
* Design principles
* Brand design language
* Sacred assets
* Logo
* Portal
* Colour
* Typography
* Photography
* Graphic style
* Motion
* Global digital expression
* Brand site and business areas/flexes
* Contacts

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.

<table>
<thead>
<tr>
<th colspan="2" style="background-color: #1E7CE8; color: white; text-align: center; padding: 10px;">Group Brand Framework</th>
</tr>
</thead>
<tbody>
<tr>
<td style="background-color: #D3D3D3; padding: 10px; vertical-align: top;"><strong>Our Purpose</strong><br>This is the reason Barclays exists: the societal need we fulfil.</td>
<td style="padding: 10px; vertical-align: top;">Working together for a better financial future.</td>
</tr>
<tr>
<td style="background-color: #D3D3D3; padding: 10px; vertical-align: top;"><strong>Our Values</strong><br>They are our moral compass. They define what we believe is right.</td>
<td style="padding: 10px; vertical-align: top;">Respect.<br>Integrity.<br>Service.<br>Excellence.<br>Stewardship.</td>
</tr>
<tr>
<td style="background-color: #D3D3D3; padding: 10px; vertical-align: top;"><strong>Our Brand Personality</strong><br>This communicates who we are as a brand. It describes the way we want to come across. Our personality traits define how we look, how our experiences feel, and how we behave. They give us the scope and flexibility to strengthen our connection with all our audiences.</td>
<td style="padding: 10px; vertical-align: top;">Pioneering.<br>Optimistic.<br>Professional.<br>Connected.</td>
</tr>
</tbody>
</table>



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Brand strategy | Our brand architecture

## Navigation Menu

* Introduction
* DE&I
* Accessibility
* Sustainability
* **Brand strategy**
* Capturing possibilities
* Voice
* Design principles
* Brand design language
* Sacred assets
* Logo
* Portal
* Colour
* Typography
* Photography
* Graphic style
* Motion
* Global digital expression
* Brand site and business areas/flexes
* Contacts

# Our brand architecture

The Barclays brand architecture shows how we take our offer to market and also shows the relationship between the branded assets in our brand portfolio.

Within our brand architecture, when supported by a strategic rationale, it is possible to create signposts, brand extensions, endorsed brands, separate brands, and engage in partnerships and sponsorships. This enables us to create new branded assets that draw on varying levels of brand equity from the Masterbrand to successfully brand new propositions.

For more information, please see our brand architecture guidelines.

## Brand Architecture Hierarchy

<table>
<thead>
<tr>
<th>Category</th>
<th>Examples</th>
</tr>
</thead>
<tbody>
<tr>
<td><strong>Masterbrand</strong></td>
<td>BARCLAYS</td>
</tr>
<tr>
<td><strong>Business units</strong></td>
<td>BARCLAYS | Private Bank</td>
</tr>
<tr>
<td rowspan="2"><strong>Masterbrand extensions</strong></td>
<td>BARCLAYS | LifeSkills</td>
</tr>
<tr>
<td>BARCLAYS | Eagle Labs</td>
</tr>
<tr>
<td><strong>Strongly endorsed brands</strong></td>
<td>rise - Created by BARCLAYS</td>
</tr>
<tr>
<td><strong>Lightly endorsed brands</strong></td>
<td>CLYDE PLACE - A BARCLAYS business</td>
</tr>
<tr>
<td><strong>Partner or sponsorship brands</strong></td>
<td>BARCLAYS | Premier League</td>
</tr>
<tr>
<td><strong>Sub-brand</strong></td>
<td>barclaycard</td>
</tr>
</tbody>
</table>

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# Capturing possibilities

Our world is full of possibilities, there to be seized, but often disappearing before people can make the most of them. At Barclays, we keep our eye on the horizon, focused on discovering new possibilities as they appear.

To represent our brand expression platform we use our Portal. The bold, graphic framing device acts as a visual representation that helps us unify Barclays and present possibilities to our customers, clients and colleagues; to the large and small, the confident and cautious, and everyone in between.

Because we believe that by *capturing possibilities* we're helping create brighter futures, making an enduring difference for each other and for the long term.

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Page 9

* Introduction
* DE&I
* Accessibility
* Sustainability
* Brand strategy
* Capturing possibilities
* Voice
* Design principles
* Brand design language
* Sacred assets
* Logo
* Portal
* Colour
* Typography
* Photography
* Graphic style
* Motion
* Global digital expression
* Brand site and business areas/flexes
* Contacts

< Previous                                                                                                                                Next >

# Voice

We need to think carefully about how we write and how we speak, who we're writing for and what we want to communicate. We want to reward people for giving us their time.

See our voice guidelines for more details.

Our Voice stays consistent. Our tone and the specifics of what we talk about can vary depending on the audience and the context.

Consistency helps develop authenticity and trust. Flexibility helps us focus on the audience and how we express ourselves.

Our four personality traits:

We are Pioneering.

We are Connected.

We are Optimistic.

We are Professional.

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# Design principles

These are our simple principles, for brand practitioners and designers, to bring our brand expression platform *capturing possibilities* to life. They will ensure our brand is coherent, obvious and above all, represents who we are.

When working with the Barclays brand, our design principles must be considered. They are:

## Bold
All creative work we do 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, impeccable designs, tailored to the needs and design cues of each of our audiences, enterprise wide. As skilled experts, we are able to present complex information with clarity, 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 customers, clients and business – 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.

## Sacred assets
The Eagle, Portal and the colour cyan are our sacred assets, unifying and visually connecting our brand across every touchpoint and audience, enterprise wide. Instantly recognisable through the power of one Barclays.

**Navigation Menu:**
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* DE&I
* Accessibility
* Sustainability
* Brand strategy
* Capturing possibilities
* Voice
* Design principles
* Brand design language
* Sacred assets
* Logo
* Portal
* Colour
* Typography
* Photography
* Graphic style
* Motion
* Global digital expression
* Brand site and business areas/flexes
* Contacts

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* Introduction
* DE&I
* Accessibility
* Sustainability
* Brand strategy
* Capturing possibilities
* Voice
* Design principles
* Brand design language
* Sacred assets
* Logo
* Portal
* Colour
* Typography
* Photography
* Graphic style
* Motion
* Global digital expression
* Brand site and business areas/flexes
* Contacts

# Brand design language

Our brand design language (BDL) drives how we express ourselves through how we look, how we sound and how we feel across all brand touchpoints. It sits at the heart of everything we produce and along with our design principles, should be considered at the very start of creative brand work.

For more information see our brand design language guidelines, and specific application guidelines that can be found on brand.barclays.

<table>
<thead>
<tr>
<th>Level</th>
<th>Element</th>
</tr>
</thead>
<tbody>
<tr>
<td>Core</td>
<td>Barclays brand design language</td>
</tr>
<tr>
<td>Foundation</td>
<td>Sacred assets</td>
</tr>
<tr>
<td rowspan="12">Applications</td>
<td>Workplace environments</td>
</tr>
<tr>
<td>Events</td>
</tr>
<tr>
<td>Branch environments</td>
</tr>
<tr>
<td>Communications</td>
</tr>
<tr>
<td>Digital</td>
</tr>
<tr>
<td>Motion</td>
</tr>
<tr>
<td>Social media</td>
</tr>
<tr>
<td>Photography</td>
</tr>
<tr>
<td>Card design</td>
</tr>
<tr>
<td>Graphics</td>
</tr>
<tr>
<td>Advertising</td>
</tr>
</tbody>
</table>

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# Our BDL toolkit

When using our BDL toolkit, we should always consider, diversity and inclusion, sustainability and accessibility.

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 our design, for example in events and environments.

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

When considering anything in our BDL toolkit we must always consider how diversity, equity and inclusion, sustainability and accessibility are ever-present.

For more information, please see our brand design language guidelines.

<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 of brand expression    ⚫ Experiential components of brand language

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# Visual overview

The following areas illustrate our 2D components within our brand expression that need to be considered.

<table>
<tr>
<td>
<strong>Cyan</strong><br>
[Large cyan blue rectangular color block]
</td>
<td>
<strong>Logo</strong><br>
BARCLAYS [with blue eagle logo]
</td>
<td>
<strong>Eagle</strong><br>
[Blue eagle symbol on light background]
</td>
<td>
<strong>Portal</strong><br>
[Cyan background with dark teal square overlay]
</td>
<td>
<strong>Typefaces</strong><br>
Barclays Effra<br>
Arial
</td>
</tr>
<tr>
<td>
<strong>Colour</strong><br>
[Grid of color swatches including yellow, black, green, blue, purple, pink, white, and various other brand colors arranged in a palette]
</td>
<td>
<strong>Photography</strong><br>
[Collection of lifestyle photography showing people in various settings - including people walking, business meetings, and casual interactions]
</td>
<td>
<strong>Graphic style</strong><br>
[Various graphic elements including geometric shapes, icons, and branded graphics with "ALWAYS MOVING. WE NEVER STOP." text]
</td>
<td>
<strong>Motion</strong><br>
[Interface elements showing buttons, links, and interactive components including "CTA Medium" button and various UI elements]
</td>
<td>
<strong>Global digital expression</strong><br>
[Digital interface elements and components]
</td>
</tr>
</table>

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* Brand strategy
* Capturing possibilities
* Voice
* Design principles
* Brand design language
* Sacred assets
* Logo
* Portal
* Colour
* Typography
* Photography
* Graphic style
* Motion
* Global digital expression
* Brand site and business areas/flexes
* Contacts

Page 1    Page 2    Current page

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* Brand design language
* **Sacred assets** (current page)
* Logo
* Portal
* Colour
* Typography
* Photography
* Graphic style
* Motion
* Global digital expression
* Brand site and business areas/flexes
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← Previous | Next →

# Sacred assets

The most important elements of our brand expression: cyan, our logo, Eagle and the Portal, 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 in any way and the principles for use on the following pages must be adhered to.

**Brand Elements Displayed:**
- Barclays eagle logo in cyan blue
- "BARCLAYS" wordmark in cyan blue
- Cyan blue color blocks demonstrating the brand color palette
- Eagle symbol standalone in cyan blue

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**Navigation Menu:**
* Introduction
* DE&I
* Accessibility
* Sustainability
* Brand strategy
* Capturing possibilities
* Voice
* Design principles
* Brand design language
* Sacred assets
* **Logo** (current page)
* Portal
* Colour
* Typography
* Photography
* Graphic style
* Motion
* Global digital expression
* Brand site and business areas/flexes
* Contacts

# Logo

Our logo is a primary brand asset, appearing on everything that we do.

It is crucial that we present the logo correctly and consistently.

The cyan logo is used against all the colours in our palette. Where cyan is the background colour, the reversed (white) logo or Eagle may be used if approved as an exception.

The logo and Eagle may not be used in any way other than as presented in this document, i.e. in any other colours, positions or proportions.

**Barclays cyan logo**
Used: In all possible instances.

**Barclays reversed logo**
Used: When cyan is the background colour.

**Cyan Eagle**
Used: On the Portal and on small digital space executions where the logo is too small to be legible.

**Reversed Eagle**
Used: On the cyan Portal and on small digital space executions where cyan is the background colour.

On photography with a blue background where cyan can't be seen we use a reversed (white) logo.

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Logo Core sizes Responsive Eagle Exclusion zones Signposting and extensions Co and multi-branding Logo and Eagle exceptions

# Core sizes

We have two logo assets, and three Eagle assets, optimised to make sure we look our best at any size and in any application.

Our primary logo should be used in all creative applications.

Only in exceptionally small digital environments, 39px or less, should the digital small exception logo or Eagle be used. If these are required, please contact the Group Brand Team for files.

<table>
<thead>
<tr>
<th>Logo Type</th>
<th>Size Specifications</th>
<th>Visual Example</th>
</tr>
</thead>
<tbody>
<tr>
<td>Primary logo</td>
<td>40px+ (pixel size refers to height of Eagle)<br>10mm+ (millimetres size refers to height of Eagle)</td>
<td>BARCLAYS (with blue eagle logo)</td>
</tr>
<tr>
<td>Digital logo</td>
<td>27px - 39px<br>7mm - 9mm</td>
<td>BARCLAYS (with blue eagle logo, smaller size)</td>
</tr>
<tr>
<td>Primary Eagle</td>
<td>40px+ (pixel size refers to height of Eagle)<br>10mm+ (millimetres size refers to height of Eagle)</td>
<td>Blue eagle symbol only</td>
</tr>
<tr>
<td>Digital Eagle</td>
<td>27px - 39px<br>7mm - 9mm</td>
<td>Blue eagle symbol only (medium size)</td>
</tr>
<tr>
<td></td>
<td>16px - 26px (only used for favicon)</td>
<td>Blue eagle symbol only (small size)</td>
</tr>
</tbody>
</table>

Please note: With prior approval from the Group Brand team, our logo may appear smaller for specialised materials such as promotional items, e.g. pens.

All logos are kept in proportion, using the height to govern the width in this instance.

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* Portal
* Colour
* Typography
* Photography
* Graphic style
* Motion
* Global digital expression
* Brand site and business areas/flexes
* Contacts

# Using the responsive Eagle

There are three versions of the Eagle, to ensure that whatever size they're used, the Eagle always appears the same to the viewer.

## Larger digital and physical applications 40px+
*(50+mm in print – Sizes refers to height of Eagle)*

[Example showing the blue Eagle logo on a dark circular background, displayed on what appears to be a building or large physical signage with "BARCLAYS" text visible]

## Favicon 16px - 26px

[Example showing a browser window with the Eagle logo as a favicon in the browser tab, along with browser navigation elements]

## Digital advertising 27px - 39px

[Example showing a digital advertisement with purple/magenta background containing the Eagle logo and text reading "Hit officabo. Pa debis et, a dem untis quidebit ra sum sitibus cillaccae nectoriat recerit bis" with smaller text below "Serovidu citiati onseque pero cus volupta tinumquis"]

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# Exclusion zones

It's important that when we're using our assets we give them enough space.

Exclusion zones ensure that our logo and Eagle have visibility and prominence to the other elements around them.

On applications where we have plenty of space we use the size of the Eagle as our exclusion zone.

For tighter spaces such as digital applications we use half the Eagle height as the exclusion zone size.

## Exclusion zone for applications with space

[Visual example showing the Barclays logo with eagle symbol and "BARCLAYS" text, surrounded by a dotted border indicating the exclusion zone. The exclusion zone extends around the logo at a distance equal to the height of the eagle symbol.]

## Exclusion zone for smaller applications with less space

[Visual example showing the Barclays logo with eagle symbol and "BARCLAYS" text, with a smaller exclusion zone indicated by dotted borders. A separate eagle symbol shows "Half the Eagle height" measurement for reference.]

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* Brand design language
* Sacred assets
* **Logo** (current section)
* Portal
* Colour
* Typography
* Photography
* Graphic style
* Motion
* Global digital expression
* Brand site and business areas/flexes
* Contacts

---



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# Signposting and extensions

## Signposting overview

Signposts are a typographic device used to support clarity of communication to customers and clients and/or to stretch our brand into new areas.

They are used in conjunction with the Masterbrand when justified by a strategic rationale for creating distinction.

**This includes:**
* Where two or more businesses are offering the same or similar products and services and it would be unclear to the customer or client which is relevant to them e.g. Wealth Management and Private Bank both offering financial planning services
* Where two or more businesses are offering specialist services for a specific segment and it is unclear from the communication as to who is the intended audience e.g. Premier Banking

* Signalling our expertise in a specific area or subject matter to stretch our brand.

Please note: communications should never have more than one signpost.

**Current suite of approved signposts:**
Premier Banking
Wealth Management
Private Bank
International Banking

All instances of signposting must be approved by the Group Brand team.

See business unit specific guidelines for more information and brand.barclays assets library for artwork files.

## Extensions and endorsements

**One-line signpost**

BARCLAYS | One-line signpost

**Two-line signpost (Small space usage)**
Used on formats where we have sufficient space and format allows. One-line signpost is used as primary for Private Bank.

BARCLAYS | Two-line signpost

**Small space exception**

BARCLAYS | One-line signpost

BARCLAYS | Two-line signpost

**Barclays social media videos and posts (no signpost)**

[Barclays eagle logo only]

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* Introduction
* DE&I
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* Sustainability
* Brand strategy
* Capturing possibilities
* Voice
* Design principles
* Brand design language
* Sacred assets
* **Logo** (current)
* Portal
* Colour
* Typography
* Photography
* Graphic style
* Motion
* Global digital expression
* Brand site and business areas/flexes
* Contacts

# Extensions and endorsements

Signposting overview | **Extensions and endorsements**

Extensions and endorsements are a typographic device used to support clarity of communication to customers and clients and/or to stretch our brand into new areas.

All instances of extensions and endorsements must be approved by the Group Brand team.

## Current examples

<table>
<thead>
<tr>
<th>LifeSkills</th>
<th>Eagle Labs</th>
<th>Endorsed brands</th>
</tr>
</thead>
<tbody>
<tr>
<td><strong>Primary cyan logo</strong><br>🦅 BARCLAYS | LifeSkills</td>
<td><strong>Primary cyan logo</strong><br>🦅 BARCLAYS | Eagle Labs</td>
<td><strong>rise</strong><br>Created by<br>🦅 BARCLAYS</td>
</tr>
<tr>
<td><strong>Small space exception</strong><br>🦅 | LifeSkills</td>
<td><strong>Small space exception</strong><br>🦅 | Eagle Labs</td>
<td><strong>CLYDE PLACE</strong><br>🦅 BARCLAYS</td>
</tr>
<tr>
<td><strong>Tertiary social media</strong><br>LifeSkills | 🦅</td>
<td><strong>Tertiary social media</strong><br>Eagle Labs | 🦅</td>
<td></td>
</tr>
</tbody>
</table>



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## Navigation

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* Brand strategy
* Capturing possibilities
* Voice
* Design principles
* Brand design language
* Sacred assets
* **Logo**
* Portal
* Colour
* Typography
* Photography
* Graphic style
* Motion
* Global digital expression
* Brand site and business areas/flexes
* Contacts

# Co and multi-branding

**Horizontal** | Vertical | Small touchpoints

When hosting another brand in Barclays branded communications, we use a systematic approach to establish a visual hierarchy between the Barclays logo and the other brand's logo.

We size partner logos so that their height is visually the same as the 'B' of Barclays (1). Sometimes this means that ascenders and descenders may appear above or below (2).

To ensure each mark retains its prominence, position at least one Eagle width between each one with a divider line (3).

**Please note:** These principles are for guidance only and co-brand logo(s) sizes and positions may need to be visually adjusted on a case by case basis.

(1) BARCLAYS | (3) LOGO | Logo
                    (2)

## Heading

Iquasita tinulpa quisto eaquis eumquat officiducium si occabor umquia asperias aliquidem ex est faccaepel ium exerspit.

BARCLAYS LOGO

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< Previous    Logo    Core sizes    Responsive Eagle    Exclusion zones    Signposting and extensions    Co and multi-branding    Logo and Eagle exceptions    Next >

* Introduction
* DE&I
* Accessibility
* Sustainability
* Brand strategy
* Capturing possibilities
* Voice
* Design principles
* Brand design language
* Sacred assets
* Logo
* Portal
* Colour
* Typography
* Photography
* Graphic style
* Motion
* Global digital expression
* Brand site and business areas/flexes
* Contacts

# Co and multi-branding

Horizontal    **Vertical**    Small touchpoints

We can also use co and multi-brands vertically. Use the height of the Eagle to determine the spacing between the logos. The size of the co and multi-brands should be a similar height to the 'Barclays' wordmark.

In smaller space executions we use half the height of the Eagle to determine the spacing between the logos.

**Please note:** These principles are for guidance only and co-brand logo(s) sizes and positions may need to be visually adjusted on a case by case basis.

BARCLAYS

**LOGO**

*Logo*

Small space exception

BARCLAYS

**LOGO**

*Logo*

## Heading

Iquasita tinulpa quisto eaquis eumquat officiducium si occabor umquia asperias aliquidem ex est faccaepel ium exerspit.

BARCLAYS

**LOGO**

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# Co and multi-branding

## Navigation Tabs
- Horizontal
- Vertical  
- **Small touchpoints** (active)

(1) On small touchpoints such as social media posts where only the Eagle is used, the height of co/multi brand logos should be set to 2/3 of the height of the Eagle.

(2) The co/multi brand can be in the bottom left, bottom right or top left depending on the image content of the communication.

(3) Depending on the nature of the collaboration we can lock the co/multi brand logo up to the Eagle if this is the agreed relationship. In these instances we use a divider line.

The Portal is designed to be effective in static and animated digital environments. See examples of animated Portals.

**Please note:** These principles are for guidance only and co-brand logo(s) sizes and positions may need to be visually adjusted on a case by case basis.

## Visual Examples

### Example 1: Logo Sizing

<table>
<tr>
<td>🦅 LOGO</td>
</tr>
</table>

To work out the height, divide the Eagle height by 3 then multiply by 2 (÷3×2).

### Example 2: Logo Positioning Options

<table>
<tr>
<td>LOGO</td>
<td></td>
<td>🦅</td>
</tr>
<tr>
<td></td>
<td></td>
<td></td>
</tr>
<tr>
<td>LOGO</td>
<td>LOGO</td>
<td></td>
</tr>
</table>

We position the co/multi brand logos in the bottom left, bottom right or top left.

### Example 3: Locked Logo with Divider

<table>
<tr>
<td>LOGO | 🦅</td>
</tr>
</table>

### Social Media Post Example

**Barclays**  
1,129,214 followers  
3mo • 🌍

**Heading**  
body copy

**LOGO**

👍❤️💬 1,300     18 comments • 20,361 views

🏠 Home   👥 My Network   ➕ Post   🔔 Notifications   💼 Jobs

----

**Like     Comment     Share     Send**

---



< Previous    Logo    Core sizes    Responsive Eagle    Exclusion zones    Signposting and extensions    Co and multi-branding    Logo and Eagle exceptions    Next >

# Logo and Eagle exceptions

The logo and Eagle are sacred assets and must not be altered in any way or used for decorative purposes.

The Intersectional and Black logo variations are approved exceptions that support Barclays strategy for events such as Pride and Black History Month.

**Please note:** Big Ticket approval via Group Brand is required before they are used. Please contact the Group Brand team for more information.

## Intersectional logo

**BARCLAYS logo with rainbow pride colors**
Minimum digital height 16 px
Minimum print width 30mm

**Eagle symbol with rainbow pride colors**
Minimum digital height 20 px

## Black logo

**BARCLAYS logo in black**
Minimum digital height 16 px
Minimum print width 30mm

**Eagle symbol in black**
Minimum digital height 20 px

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< Previous   Portal   Primary Portal   Portal treatments   Sizing   Eagle size and positioning   Logo sizing and positioning   Elements on the Portal   Digital   Next >

# Portal

The Portal is a visual representation of our brand expression platform, capturing possibilities we present inside our bold graphic framing device.

It brings Barclays together as a whole, unifying us and our communication whilst allowing flexibility of expression. It portrays our potential and the impact of our work.

A confident signal of who we are, it magnifies the presence of cyan – our sacred asset – across our brand expressions.

The Portal is a dynamic and moving element. Through our motion principles and our imagery it can be brought to life.

Within the Portal we are expressive, harnessing the creative flexibility of our identity system to engage audiences with our stories.

It is always angular and will be present across the majority of our brand touchpoints. However, the Portal should not be overused to preserve its integrity and the impact it has.

The Portal has been carefully designed and must not be altered or used in any way other than as presented in this document.

To create a feeling of movement we allow one element to overlap onto the Portal. This can be typography or photography.

**Hello and welcome**
Leadership conference

BARCLAYS

Page 25
