Welcome
As we advance the BSF brand to cater to the next generation of banking, these guidelines provide direction for both visual and verbal expressions, establishing the groundwork for any future updates.
Here you’ll find everything that makes us BSF, with links to official assets alongside detailed guidelines to make sure we always look, talk and move like us.
Master guidelines
Our comprehensive guidelines serve as a resource for anyone involved in developing marketing materials for BSF, encompassing a detailed guide that defines our brand's visual identity.
Quicklinks
Brand strategy
Our brand strategy defines what BSF stands for and sets up our brand manifesto and mission.
Find out more about who we are, what we do and how we do it by exploring our brand strategy section.
Tone of voice
Our tone of voice defines all our principles which ladder back up to our strategy.
Taking each principle and breaking it down into sub sections which can then inform our writing and communications.
Brand design
Combining our iconic hexagon symbol with our bold BSF word-mark, our logo personifies who we are.
Download or explore our logo guidance to learn more about when and how we use it.
White
Hex: FFFFFF
RGB: 255 - 255 - 255
CMYK: 0 - 0 - 0 - 0
Pantone: N/A
BSF Deep Teal
Hex: 002A30
RGB: 0 - 42 - 48
CMYK: 100 - 45 - 50 - 75
Pantone: 547 C/547 U
BSF Concrete
Hex: CCD4D6
RGB: 204 - 212 - 214
CMYK: 19 - 11 - 12 - 0
Pantone: 5455 C/5445 U
BSF Teal
Hex: 0D6976
RGB: 13 - 105 - 118
CMYK: 100 - 0 - 29 - 49
Pantone: 3155 C/3145 U
BSF Mint
Hex: 91DFDA
RGB: 145 - 223 - 218
CMYK: Only to be printed as PMS
Pantone: 318 C/318 U
Color palette
Our five primary brand colors are integral to BSF’s visual identity. They’re supported by our secondary functional palette.
To find out how to use them, explore our color palette guidelines.
Typography
Our typography is key to how our audiences see us. Codec Pro’s geometric sans form expresses the tone and values of our brand across all touchpoints.
For more on how to use it, as well as our secondary and fallback fonts, explore our typography guidelines.
Crests & patterns
Our crests and patterns are a unique representation of our business. They support our messaging and allow us to create special personalized moments for our audiences.
Download them here or explore how and when we use them in our crests & patterns guidance.
Layouts
Our layouts use a simple quadrant system to convey our messaging clearly and compellingly.
Find out more by exploring our layouts guidance.
Iconography
Inspired by the angles and curves of our hexagon, our icons are simple and functional. They give visual cues to help our audiences navigate our content, irrespective of language.
Download our icon suite here or find out how to use them by exploring our icons guidelines.
Social
Crucial to our digital marketing efforts, social media helps us communicate with the right people in the right way and is a powerful tool for building brand loyalty.
Discover how to build our online presence by exploring our social guidelines.
Art direction & Photography
Our art direction and photography celebrates our people, places and products in a way that’s unique to BSF.
To discover how we create and source images for BSF, explore our guidelines.
Illustration
Our illustrations are formed from the lines and shapes of our crests and patterns. Inspiring scenes that can flex for different contexts, they’re a striking signature unique to BSF.
To find out how we apply them, explore our illustration guidance.
Motion
Motion is an integral element of our visual communications, bringing our brand to life and subtly enhancing our audience’s experience.
Explore our motion guidance to find out how we apply it across every touchpoint.
Applications
Our guidelines contain application examples that serve as useful starting points for further exploration.
