
# Social media guideline

## How to bring our brand to life

BARCLAYS

October 2023
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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Social media guideline
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# Brand expression core principles

This document covers social media. If you need to find information about anything else to do with the brand, take a look at our brand expression core principles.

Here are some key things to remember:

* Ensure you use the correct Eagle
* Logo and Eagle proportions must be adhered to
* No elements should be on the Portal except the Eagle and the permitted image cut-out or headline overlap
* Portal sizes and treatments must not be changed except as shown
* Photography is primary over graphics
* Do not over-use cyan, it should always be purposeful
* Colour sets should be used when using multiple colours in communications
* To meet accessibility criteria, only use nominated colour pairings.

**Computer Display Content:**

< Previous                                                                                                                                                                                              Next >

Introduction
Brand expression
Creative platform
Design principles
Voice
Accessibility
Visual overview
Sacred assets
Logo
Portal
Colour
Typography
Photography
Graphic style
Motion
Global digital expression
Applications
Business units
Contacts

## 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.

Once we spot them, we act boldly to present them 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.

Barclays core principles
V1-December 2020                                                                                                                                                                                        Page 3

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Brand expression core principles    Design principles    Visual overview    Accessibility

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# Design principles

In this document you'll find the starter tools and information needed to use our brand elements across our social media channels.

From Instagram stories that can be short and sweet through to LinkedIn articles and posts, which may have more substantial information.

It's always important to really consider the audience, the message and the platform we are creating for.

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

## Bold

Push boundaries, be bold and inventive. Vivid, fresh, never seen before ideas will create impact in busy social media environments. Being bold will help our communications stand out in these spaces.

## 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.

## Expressive

The work we produce is 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, across our social media channels.

## 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. Through these sacred assets we keep our communications connected across the varying changes in application or platform.

Social media guideline
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# Visual overview

Please refer to our brand expression core principles for a overview of each asset, before using this guideline.

## Cyan
A solid cyan blue rectangular color block.

## Logo
The Barclays logo featuring the eagle symbol followed by "BARCLAYS" text in blue.

## Eagle
The standalone Barclays eagle symbol in blue.

## Portal
A cyan blue rectangular background containing a yellow square in the center.

## Typefaces
**Barclays Effra**
Arial

## Colour
A color palette grid showing various colors including:
- Yellow and lime green tones
- Teal and cyan blues
- Navy and dark blues
- Bright blues and light blues
- Purple and magenta tones
- Pink and coral shades
- Dark purple and black
- White and gray tones

## Photography
Sample lifestyle photography showing people in casual settings, including images of people walking and socializing.

## Graphic style
Geometric illustrations and icons in Barclays brand colors, including building/architectural elements and simple graphic shapes.

## Motion
Text reading "ALWAYS MOVING. WE NEVER STOP." alongside geometric design elements.

## Global digital expression
Digital interface elements including:
- Link and CTA Medium buttons
- Various UI components and icons
- Page navigation elements

Page 1 > Page 2 > Current page

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Brand expression core principles  Design principles  Visual overview  Accessibility

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# Accessibility

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 anyone behind, so focusing on accessibility and inclusive design has to be at the heart of how we operate.

See Barclays accessibility information.

Social media guideline
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# Logo

**Tab Navigation:** Logo | Profile image | Sizes | Placement | Co-branding | Don'ts

In social communications, where space is limited we use the cyan Eagle.

The Barclays logo should be used at the end of a moving carousel or where we have a static post, and there is no other Barclays logo present (e.g. that is not on a Barclays social media channel). The Barclays logo should never be used in motion posts other than in the preset start or end-frames.

Where cyan is not clearly visible, use the white version of the logo.

## Logo Variations

**Cyan Eagle (Primary usage)**
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 or where an image is used and the cyan version does not stand out.

**Barclays cyan logo (secondary usage)**
Used: In exceptional cases at the end of a moving carousel or where we have a static post.

**Barclays reversed logo**
Used: When cyan is the background colour or where an image is used so the cyan version does not stand out.

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Social media guideline
October 2023
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Social media guideline
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# Profile image

Logo | Profile image | Sizes | Placement | Co-branding | Don'ts

The profile image for all channels should only use our Eagle in cyan.

The profile image is contained within a roundel. To maintain distance from the edge of the frame, padding should be used around the logo (25 px top and bottom, 33 px left and right).

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Social media guideline
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# Sizes

**Tabs:** Logo | Profile image | **Sizes** | Placement | Co-branding | Don'ts

We always maintain a consistent Eagle size for social posts of 40 px high in relation to a 400 px width post – from there we scale the Eagle for larger post sizes.

When using the Barclays logo, it should be 2/3 the size of the Eagle.

See Portal section for how the Eagle relates to the Portal in social.

**(1) Cyan Eagle**
Eagle is 40 px (px size refers to height of Eagle). We use the Eagle as our primary brand asset across social media platforms. This should be positioned in the top-right corner of posts.

**(2) Barclays logo**
Barclays logo should be 2/3 the size of Eagle. We can, in exceptional circumstances, use the Barclays logo.

**(3) Reversed logos**
Eagle is 40 px (px size refers to height of Eagle). Use the white version of either logo when cyan is not clearly visible on the background.

Barclays logo should be 2/3 the size of Eagle.

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# Placement

**Tabs:** Logo | Profile image | Sizes | **Placement** | Co-branding | Don'ts

## Eagle placement
**12 px**

The Eagle is always placed in the top right hand corner of posts.

**40 px high**

In certain instances where we may want to use the Barclays logo we use it in the same position as the Eagle, sized at 2/3 of that Eagle.

In some cases we use the full logo if we require stronger brand attribution or recognition. This could be at the end of carousels, on business podcast posts, or on channels like Pinterest.

[Profile image example showing a woman with dark hair smiling, wearing a patterned top against an orange background, with a blue Barclays eagle logo positioned in the top right corner]

## Logo placement
**12 px**

**2/3 size of Eagle**
**26.66 px**

[Profile image example showing a purple gradient background with "Meet Pavandeep" text and "International Day of People" subtitle, with the full Barclays logo positioned in the top right corner]

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# Co-branding

Logo | Profile image | Sizes | Placement | **Co-branding** | Don'ts

(1) On small touchpoints such as social media posts, 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 align the co/multi brand logo up to the Eagle if this is the agreed relationship.

The co/multi brand logo should use its own colour palette unless this clashes with image or colour background. In these cases we use a black or white version of the logo. Where possible, use brandmarks instead of wordmarks to preserve real-estate.

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

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

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

**Mobile Twitter Interface Example:**

12:30
Messages
AA mobile.twitter.com
Search Twitter

Log in | Sign up

Barclays Business @Barcl... · 5 Jun
We've teamed up with Nextdoor, the neighbourhood hub, to help you connect with your community and let them know if you're open for business during coronavirus—for free. Free offer valid 27 April to 28 July 2020. T&Cs and eligibility criteria apply. Make money work for you.

Help your Neighbours
back your business

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# ❌ Don'ts

Logo    Profile image    Sizes    Placement    Co-branding    Don'ts

There are a few logo applications to avoid.
Make sure not to:

(1) Place the Eagle in the wrong corner
(2) Use a signpost as it crowds the post area and we can see the account name in the handle
(3) Use a colour other than cyan or white
(4) Re-size the Eagle.

<table>
<tr>
<td>(1)<br><br>[Image showing a woman in profile with the Barclays eagle logo incorrectly placed in the wrong corner of the frame, with a blue border around the image]</td>
<td>(2)<br><br>[Image showing an older man with glasses and beard with "BARCLAYS Private Bank" text and logo, demonstrating incorrect signpost usage that crowds the post area, with a blue border around the image]</td>
</tr>
<tr>
<td>(3)<br><br>[Image showing a woman and child against an orange background with the eagle logo in incorrect coloring (appears dark instead of cyan or white), with a blue border around the image]</td>
<td>(4)<br><br>[Image showing a person with a child outdoors with an incorrectly resized (too large) eagle logo, with a blue border around the image]</td>
</tr>
</table>

Social media guideline
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# Portal sizes

For static communications, we use two widths of thin Portal, an 8 px, a 16 px and the Portal, which is calculated in the same way as in the core principles.

Social media posts are usually smaller than other formats and so we should aim to use the thin Portal for most executions as it leaves more space for messaging and artwork. In some instances, using a thin Portal would cause the edges to become obscured (such as in Twitter posts which have rounded edges) in this case, the thicker 16 px Portal should be used. The Portal can be used if there is ample space.

<table>
<thead>
<tr>
<th>Thin Portal (8 px)</th>
<th>Thin Portal (16 px)</th>
<th>Portal</th>
</tr>
</thead>
<tbody>
<tr>
<td>~~12 px~~</td>
<td>12 px</td>
<td>2/3 Portal width</td>
</tr>
<tr>
<td>8 px</td>
<td>16 px</td>
<td>1/8 of shortest side of post</td>
</tr>
</tbody>
</table>

The differing sizes of Portal changes the position of the Eagle. So for consistency, avoid using a combination of 8 px and 16 px Portals in one feed (i.e. use 8 px for Instagram and 16 px for Twitter).

We can use more variants of the Portal when in motion. See the motion section for details.

Social media guideline
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# Motion

**Start / end frames**    Subtitles

Our end-frame is used for all live action video content and uses the Portal to finish the communication. We have two versions, one 'clean' whilst the second has space for a call to action (CTA).

Accompanying this, we have four different versions of start-frame – with different levels of branding for different scenarios. See our start and end-frame assets in our motion guidelines. These also include other assets such as transitions, templates, titles, subtitles and lower thirds.

On social media, start frames are optional for any content under 60 seconds.

<table>
<tr>
<td><strong>Start</strong></td>
<td></td>
<td></td>
<td></td>
<td></td>
<td><strong>End</strong></td>
</tr>
<tr>
<td>[Image showing end of footage with person speaking]</td>
<td>[Image showing Portal appears with person]</td>
<td>[Image showing Portal grows to cover screen in blue]</td>
<td>[Image showing Portal becomes Eagle in blue background]</td>
<td>[Image showing Eagle condenses with BARCLAYS text]</td>
<td>[Image showing BARCLAYS logo centered on screen]</td>
</tr>
<tr>
<td>End of footage</td>
<td>Portal appears</td>
<td>Portal grows to cover screen</td>
<td>Portal becomes Eagle</td>
<td>Eagle condenses into position next to Barclays wordmark</td>
<td>Logo resolves into the centre of the screen</td>
</tr>
</table>

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Social media guideline
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## Navigation Menu

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# Motion

## Start / end frames    **Subtitles**

The vast majority of online video content is watched with the sound off, so subtitling is a vital tool in getting our messaging across.

Every piece of content that has audio should be produced with subtitling in mind and adhere to current W3 accessibility standards.

Please contact our local accessibility team with any questions.

Download templates.

**Example of subtitle formatting:**
A woman with brown hair wearing orange earrings and a light-colored blazer is shown speaking to camera. The subtitle text "Here's how our subtitles look" appears in a dark rectangular overlay at the bottom portion of the frame, demonstrating the standard subtitle formatting used for video content.

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Social media guideline
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# Hashtags

Hashtags are used to search and connect through various platforms. They should be included as part of an amplification strategy improving reach and organic interactions, but it's important that:

* They are relevant to trending topics #premierleague for example and/or are #Barclays centric
* Be relevant to the content you are producing
* #dont #overuse #hashtags #as #they #lose #their #importance #and #function
* #Ad should always be included when working with influencers or on sponsored posts and must follow the Group influencer process.

There's no set rule across all platforms how you should use hashtags. The guide opposite is how some platforms use hashtags differently.

<table>
<tr>
<td>
<strong>Facebook</strong><br>
Posts without hashtags fare better than those with hashtags.
</td>
<td>
<strong>LinkedIn</strong><br>
Hashtags on LinkedIn will make your content more discoverable and help you connect with audiences.
</td>
</tr>
<tr>
<td>
<strong>Twitter</strong><br>
Tweets with hashtags are twice as likely to get engagements than posts without. When you use more than two hashtags, your engagement drops by an average of 17%.
</td>
<td>
<strong>Instagram</strong><br>
Posts with at least one hashtag average 12.6% more engagement than posts without a hashtag.
</td>
</tr>
</table>

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# Emojis

Emojis can be a useful way to simplify a message and engage with our audience, but they shouldn't be overused and should always be appropriate. They need to be relevant and add to the message.

For example, the rainbow flag emoji could be included in a Barclays post about our relationship with Pride - this would be relevant and visually attractive to the audience.

If you can't be certain including an emoji is relevant then we'd advise not to use one.

GIFs can also be used when telling stories. Make sure to apply the same principles to GIFs as to static emojis.

✅ **Appropriate emoji usage:**
Use emojis that relate to a Barclays cause or partnership, are seasonal in nature or can be linked to a Barclays product or service.

Examples of appropriate emojis: 🏳️‍🌈 🍁 🏠 🎃

❌ **Inappropriate emoji usage:**
Avoid emojis that use grotesque imagery, are culturally insensitive or use suggestive or macabre imagery.

Examples of inappropriate emojis: 🤢🤮 🍆 ⚰️

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Social media guideline
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# Social channel icons

We should be consistent in how we display social media icons on external platforms such as our website. The varying shapes of the icons make them difficult to contain within a consistent holder. Therefore we should use the icons as they are supplied.

We use active blue when on white backgrounds and white when on coloured backgrounds or when active blue is not clearly visible.

All of the icons have equal width and height except for Twitter. Use the width of the Facebook, Instagram or LinkedIn logo to determine spacing between icons.

Size of the icons are dependant on the communication format. Icons should be secondary elements in communications and never larger than the Barclays logo.

## Icons – Active blue
(used on white or light backgrounds)

<table>
<tr>
<td>Facebook</td>
<td>Instagram</td>
<td>LinkedIn</td>
<td>Twitter</td>
</tr>
<tr>
<td>Pinterest</td>
<td>YouTube</td>
<td>TikTok</td>
<td>Snapchat</td>
</tr>
</table>

## Icons – White
(used on dark coloured backgrounds or when active blue is not clearly visible)

<table>
<tr>
<td>Facebook</td>
<td>Instagram</td>
<td>LinkedIn</td>
<td>Twitter</td>
</tr>
<tr>
<td>Pinterest</td>
<td>YouTube</td>
<td>TikTok</td>
<td>Snapchat</td>
</tr>
</table>

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# Post builder

Before designing a post, we should consider what we are trying to communicate and to whom. Follow these four steps.

## 1. Objective

What are we trying to achieve with the post? Some objectives might be:

### Conversions
We might be trying to prompt an action from a customer or client. Whether it's driving traffic to our website, listening to a podcast or purchasing a product or service, conversion rates are a tangible metric for determining the success of a post.

### Brand building
Social media gives us an opportunity to present our brand to a wide audience. We can communicate our Values and work to build brand recognition through consistent messaging and visuals.

### Community engagement
We also have an opportunity to shape brand perception through engagement. Social channels prioritise posts with higher engagement so by building a strong community we benefit from network effects (i.e. more engaged followers bring more followers).

### Customer support
Many customers turn to social media for customer support. Social media is the perfect platform for real-time dialogue, direct with our customers to address their concerns.

---



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# Post builder

**Objective** | **Message, medium and platform**

## 2. Message

How does the objective fit with the message? We have a list of common post types, including but not limited to the following:

* Causes and advocacy (e.g. Pride)
* Events, awards and forums (e.g. Tech Women 100)
* Help or tips and tricks (e.g. Digital Eagles)
* Initiatives (e.g. graduate scheme)
* Insight and analysis (e.g. articles and podcasts)
* Marketing campaigns (e.g. Money Mentors)
* News or reactive (e.g. stamp-duty holiday)
* Product or service (e.g. contactless payments)
* Seasonal (e.g. Happy Diwali)
* Service messaging (e.g. online maintenance)
* Sponsorships (e.g. Premier League)
* Other (e.g. #ThrowbackThursday)

## 3. Medium

Consider which medium might best to communicate the message. For organic, story-led and people centred posts, photography is best.

For informational and analytical posts, infographics or charts might be best.

* Photography
* Quotation
* Graphic
* Charts and graphs
* Infographics
* Campaign artwork
* Video
* PDF

## 4. Platform

Each social platform is used by different demographics, so content should be tailored to speak to these audiences. For example, Instagram and LinkedIn are used very differently.

<table>
<thead>
<tr>
<th>Instagram</th>
<th>LinkedIn</th>
</tr>
</thead>
<tbody>
<tr>
<td>• Visual</td>
<td>• Professional</td>
</tr>
<tr>
<td>• Positive</td>
<td>• Business focused</td>
</tr>
<tr>
<td>• Bright</td>
<td>• Authoritative</td>
</tr>
<tr>
<td>• People focused</td>
<td>• Insightful</td>
</tr>
<tr>
<td>• Lead with stories</td>
<td></td>
</tr>
</tbody>
</table>

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# Messaging

## When writing on social media, you have little space and lots of competition.

Of the many social media platforms, we should adapt our copy to fit each one, in style, content and length. When looking for new content ideas, think about our *capturing possibilities* message.

Think, too, about the opportunity to express our brand Voice personality traits:

We are Connected
We are Professional  
We are Optimistic
We are Pioneering

Some of these principles will work best on certain platforms. We'll explore this shortly. Here are five basic tips that will help your content stand out:

### Inspiring
Every social post is a statement of our brand. Make sure it's well-written and reflects our message of *capturing possibilities* or our personality traits.

### Brief
When it comes to social, less is usually more. Keep things simple and edit your posts to reduce their word count.

### Newsworthy
Don't miss opportunities to promote our achievements. Share news about Barclays as it breaks. Look to frame stories positively, especially if the content is challenging.

### Focused
Think about what you want the reader to do when they read your post. If it doesn't serve a purpose, it could lessen our impact.

### Engaging
Ask yourself: "would I read this?" If it doesn't pass this test, you're unlikely to engage with your audience.

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# Post

Post    Scale    Spacing    Word count    Branding    Applications

400 x 400 px frame

Begin with the post frame.

8 px thin Portal
40 px Eagle

The Portal and Eagle are sized relative to a 400 x 400 px post. This can be scaled up and down based on the requirements of the social platform.

Use the Portal and Eagle to establish a safe area for type. An Eagle at two-thirds the original size (26.6 px) will establish space between sections of copy.

308 x 308 px
type safe area

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# Scale

Post    Scale    Spacing    Word count    Branding    Applications

Social media platforms ask for artwork to be supplied larger than it will be viewed.

To ensure we keep consistency when creating artwork we have to multiply our Portal, Eagle and logo sizes to suit different post sizes.

If the artwork required is 400 px or less we don't multiply. If the artwork is greater than 400 px we multiply the shortest side by the amount it has increased from the template size. If, for example, the required artwork required is 800 px that would be twice as large as the template size, so we multiply all assets by 2. A rectangular artwork example of 1200 x 628 px means you would scale based off 628 px and multiply all assets by 1.57.

<table>
<thead>
<tr>
<th>< 400 px</th>
<th>400 px</th>
<th>675 px</th>
</tr>
</thead>
<tbody>
<tr>
<td><strong>x0</strong></td>
<td><strong>x0</strong></td>
<td><strong>x1.69</strong></td>
</tr>
<tr>
<td>8 px Portal</td>
<td>8 px Portal</td>
<td>13.52 px Portal</td>
</tr>
<tr>
<td>12 px spacing</td>
<td>12 px spacing</td>
<td>20.28 px spacing</td>
</tr>
<tr>
<td>40 px Eagle height</td>
<td>40 px Eagle height</td>
<td>67.6 px Eagle height</td>
</tr>
</tbody>
</table>

<table>
<thead>
<tr>
<th>1080 px</th>
<th>1200 px</th>
<th>2000 px</th>
</tr>
</thead>
<tbody>
<tr>
<td><strong>x2.7</strong></td>
<td><strong>x3</strong></td>
<td><strong>x5</strong></td>
</tr>
<tr>
<td>21.6 px Portal</td>
<td>24 px Portal</td>
<td>40 px Portal</td>
</tr>
<tr>
<td>32.4 px spacing</td>
<td>36 px spacing</td>
<td>60 px spacing</td>
</tr>
<tr>
<td>108 px Eagle height</td>
<td>120 px Eagle height</td>
<td>200 px Eagle height</td>
</tr>
</tbody>
</table>

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Social media guideline
October 2023                                                                                                Page 23

## Navigation Menu

* Overview
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## Sub-navigation
Post | Scale | **Spacing** | Word count | Branding | Applications

# Spacing

To determine a type safe area, use the Eagle to create a boundary within the post. Use the Eagle at 2/3 size to establish distance between copy.

When working within type panels, the Eagle at 2/3 size can be used to create a smaller type safe boundary.

Type panels should not be larger than half of the post size.

Type should always be ranged left but can be placed anywhere on the vertical axis to best suit the post.

## Visual Examples

**Example 1 - Full Post Layout:**
- Shows a dark blue post design with eagle logo
- Contains "Lorem ipsum dolor sit amet" as headline
- Includes body text: "Us ilici cusam dem. Et accusda ndicim iunt pore consequi con est, venda Ipsus aceseque dolutat eveliqui audistio eaqui quo es estiosa ndioritem as sin repudae. Et erro dendis rero tempellitiae reicatur, ime poribus inus aut volupta"
- Demonstrates 2/3 Eagle spacing guideline

**Example 2 - Split Layout:**
- Shows a design with purple and dark blue sections
- Left panel contains: "Hit oficabo. Pa debis et, a dem untis quidebit ra sum sitibus cillaccae nectoriat recerit bis"
- Right panel shows: "Serovidu citiati onseque pero cus volupta tinumquis"
- Demonstrates type panel spacing within post constraints

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# Word count

Post    Scale    Spacing    **Word count**    Branding    Applications

Headlines: 65 characters                                    Quotations: 250 characters

To ensure that a post does not become overwhelmed with type, we use a maximum character allowance for posts. These allowances are intended as a maximum. Whenever possible try to keep communications short and succinct.

As quotations are often longer than headlines, we use a larger character limit but try paraphrasing wherever possible to reduce the character count.

**Example Post 1:**
Tur aut apiducid molest, uit harum eiunt. Us rerit, nossit lorem.

Demet quibusapis es ipicitio. Nequaturepe remperum quod que velici occaborit quiducias consent, volupti offic tecto volo comnien itaque dolupta temodicime auta voleniti ut re corum et iustrum con corerchiciis suntiiscium as dolorum expelest utemoloreri verit, volupta nimenis maio. Velici occaborit.

Body: 300 characters

**Example Post 2:**
"Hit officabo. Pa debis et, a dem untis quidebit ra sum sitibus cillaccae nectoriat recerit bis Soluptas periatas dit, et secus nullaboribus voluptur? Ehendan tibusdam ium que voluptatum hit est, aturectur sapidel moloritae. Ullum ressunturias explib."

Serovidu citiati
In sem justo, commodo ut, suscipit at, pharetra vitae, orci. Duis sapien nunc, com.

Attribution: 100 characters

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# Branding

Post    Scale    Spacing    Word count    Branding    Applications

We use four tiers of branding in posts that work to achieve different tones of communication. This also allows us to create variety in our social feeds.

(1) Our primary tier should be used in most cases as it uses our most recognisable assets. The example shows an 8 px thin Portal, but we can also use a 16 px version of the thin Portal

(2) Alternatively we can use a version with only the Eagle when we want more real estate for visuals

(3) We use a static end post in exceptional cases or to sign off a series of posts (such as a carousel)

(4) In exceptional circumstances we can use posts without branding. This is only in the following instances:

    photos are being uploaded in real-time (live Tweeting, for example), for the first frame of a carousel where the carousel icon might obscure the Eagle and for a LinkedIn posts where there are multiple images.

<table>
<thead>
<tr>
<th>(1) Primary</th>
<th>(2) Alternative</th>
</tr>
</thead>
<tbody>
<tr>
<td>Yellow square with blue eagle logo in top right corner</td>
<td>Yellow square with blue eagle logo in top right corner</td>
</tr>
</tbody>
</table>

<table>
<thead>
<tr>
<th>(3) Static end post – exceptional cases</th>
<th>(4) No branding – exceptional cases</th>
</tr>
</thead>
<tbody>
<tr>
<td>Yellow square with "BARCLAYS" text and blue eagle logo</td>
<td>Photograph of two business professionals, a woman and man in suits, standing and looking at documents</td>
</tr>
</tbody>
</table>

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October 2023                                                                                                                                                Page 25
