Marketing a Network

Branding Guidelines

MARCH 2018
 We inspire
Irish businesses
to take action to be
the best they can be

2 | SKILLNET IRELAND SKILLNET IRELAND | 2

 CONTENTS

1 Welcome to the Skillnet Ireland Brand Page 3 Marketing a Network Page

1.1 Overview 5 3 Marketing a Network: Introduction 33

1.2 Our Brand 7 3.1 Shared Marketing Collateral 34
1.3 How We Talk To Our Audience 8 3.2 Using Social Media 35
1.4 Tone of Voice 9 3.3 Use of Imagery 36
1.5 Skillnet Ireland Brand Identity 10
1.6 A Brand Identity for all Networks 11 4 Marketing Templates to Use
1.7 Your Network Masthead 12
4 Introduction 38
4.1 Stationery 39

2 Brand Elements 4.2 Pull-Up Banners 41

4.3 2 Page Flyer 42
2.1 Developing Your Network Name 14
4.4 4 Page Flyer 43
2.2 Your Network Masthead 15
4.5 Event Marketing: Press Advert 44
2.3 Masthead Options 16
4.6 Event Marketing: Press Advert - Horizontal 45
2.4 Minimum Clear Space 17
4.7 A4 Folders 46
2.5 Sizing and Positioning 18
4.8 Training Programme Forms 47
2.6 Colour Palette 19
4.9 Name Placecards 48
2.7 Primary Colours 20
2.71 Secondary Colours 21
2.72 Black & White Version 22 5 Brand Applications In Other Media
2.8 Misuse of Logo 23 5.1 Event Marketing: E-Zine 50
2.9 Masthead Supply for Designers & Printers 24 5.2 Event Marketing: Social Media 51
2.10 Masthead on Image 25
5.3 Event Marketing: Eventbrite 52
2.11 Masthead on Colour Background 26
5.4 Powerpoint Presentations 53
2.12 Typeface - Title 27
5.5 Website Design 55
2.13 Typeface - Body Text 28
2.14 Typeface - In House 29
6 Applying the Guidelines
2.15 Typeface - Web 30
2.16 Funding Logo Plate 31 Summary of Application 57

Contact Us 58

SKILLNET IRELAND | 3
1

WELCOME TO THE
SKILLNET IRELAND
BRAND
SKILLNET IRELAND 1.1 OVERVIEW
This handbook and guidelines are an important document.
They will explain how you as a Skillnet Ireland Network will
use the brand on all associated assets. We have created
a suite of marketing material that will help support you in
presenting your Network to the public.

The following pages will explain the different basic elements

that make up our identity – what they are, how they fit
together, and why it is critical that we use them in the
right way.

Please ensure that these guidelines are used to apply the

Skillnet Ireland Network styling correctly and consistently
across all marketing and promotional materials. By doing
this, you play an invaluable part in expressing our shared
brand cohesively to our wide customer base.

The evolution of the Skillnets brand to the Skillnet Ireland

brand is a collective process where your feedback is valued.
Together we will continue to shape and influence our brand,
bringing it to life in every aspect of our business.

Making business
the best it can be

SKILLNET IRELAND | 5
WELCOME TO THE SKILLNET IRELAND BRAND

What we stand for?

Skillnet Ireland stands for quality, informed, collaborative,

relevant and impactful workforce development in Ireland.

TRAINING & UPSKILLING How we communicate?

We communicate in a visual and succinct manner.

ARE KEY TO IRELAND’S We understand colour and imagery are what help to retain
information and so we strive to balance these elements with a
concise level of text throughout all of our brand communications.

COMPETITIVENESS What our audience is expecting?

Our brand speaks to businesses in Ireland; we seek to actively

engage with employers and our wider stakeholders, both
directly and via our nationwide Skillnet Networks. In doing so,
our audience is expecting us to understand the challenges and
the demands of doing business within Ireland and the global
marketplace.

Skillnet Ireland and our individual Skillnet Networks aim

to communicate our full understanding of sectoral and regional
business needs, create connections and proactively guide
companies in their development towards competitive
business growth.

Our content should always be delivered in practical business

speak and synopsised messages without jargon. This is a busy
audience who demand shorter, sharper bursts of information
with direct calls to action. We understand they do not have time
to decipher lengthy documents. We appreciate that they may not
know who Skillnet Ireland is and what we do, so we must quickly
outline our offering and how it benefits them and their business.

SKILLNET IRELAND | 6
WELCOME TO THE SKILLNET IRELAND BRAND

1.2 Our Brand

Skillnet Ireland’s approach to enterprise-led training

enables groups of companies to set up networks
to decide on their training needs, and develop the
solutions to those needs.

Our Networks choose training methods, trainers and

priorities that are most relevant to their member
companies and Skillnet Ireland supports these choices
through development support and funding.

At the heart of these activities is the networking process.

Through networking, enterprises can accelerate learning
and develop competitive advantages whilst trainees up-skill
and gain positive personal and economic benefits.

These essential benefits are captured in the Skillnet Ireland

logo. The contemporary type-style and fresh colours of
the Masthead in combination with the ‘networking’ symbol
present a positive and bright style in a confident and
v

professional manner.

These guidelines have been developed to ensure a strong

brand identity.

Market focused,
business driven

SKILLNET
SKILLNET
IRELANDIRELAND
| 7 | 7
 Headlines

Our headlines are decisive, confident and highlight

ambition, collaboration or results. We use shorter headings
1.3 How we talk to our for digital content as we understand people consume
content differently online.
audience:
We always strive to communicate in a language appropriate Content
to our audience, recognising that we have a wide sectoral
and regional audience base. We understand the demands of Our content is focused on being a quality resource for
running a business in Ireland and so are proactive, realistic businesses in Ireland via our Skillnet Networks approach.
and supportive in our messaging. To this end we need all our content to present a collaborative
and flexible approach so that our messaging appeals to
It is important that all our stakeholders are assured that Irish enterprise. This approach will encourage employers to
we are accurate, informative, sincere and engaging. Active engage with us to access the expertise and supports needed
language should always be used e.g. “We develop“, for their business.
“We facilitate“, “We collaborate”.
Skillnet Ireland and Networks keep content succinct,
accessible and informative; mindful that our readers want to
quickly understand the information and the benefit to them
of our offering. Our jargon free content should resonate and
prompt Irish businesses to want to take the next step to
engage with a Skillnet Network.

Brand Value

The Skillnet Ireland brand presents itself across

all messaging as:


Empathic: We understand the pressures and demands of
the business environment

I nformative: We have a global and national perspective

and know what works best to preempt/resolve
business skills deficits

 ro-active: We assertively develop strategies and

P
practical programmes in collaboration with empoyers
to address business needs

SKILLNET IRELAND | 8
WELCOME TO THE SKILLNET IRELAND BRAND

Encouraging companies to
discover our unique model
and reap the benefits of our
collective approach

1.4 TONE OF VOICE

Skillnet Ireland’s tone of voice is informed. We are leaders
in the field of skills development for business. We present
ourselves as knowledgeable and professional, relevant
and accessible.

We understand we are primarily communicating with an

owner-manager audience and so avoid the use of jargon or
policy specific language when communicating with
this varied audience.

SKILLNET IRELAND | 9
WELCOME TO THE SKILLNET IRELAND BRAND

1.5 SKILLNET IRELAND BRAND IDENTITY

The Skillnet Ireland logo has been developed

to ensure that moving forward our brand will
present to the public as the strong and unified
agency that we are.
Logo The Brand Identity compromises of a typestyle and
iconic device that have been designed specifically
to represent the essence of our brand - quality,
informed, collaborative and relevant to all business
development in Ireland.
Our font style is open, clean and legible. Our
Green Lunar Device (green circle) is friendly and
inclusive, this is the heart of our brand mark - the
networking process.
Through networking, enterprises can accelerate
learning and develop advantages in the
marketplace. The smaller circle attached to the
Green Lunar Device, represents our Networks - the
people who will up-skill and gain positive personal
and economic benefits through learning.
Our brand identity will represent Skillnet Ireland
in a positive, bright, confident and professional
manner.

SKILLNET IRELAND | 10
WELCOME TO THE SKILLNET IRELAND BRAND

1.6 A BRAND IDENTITY FOR ALL NETWORKS

Up to now each Skillnet Network has had
its own identity, which has resulted in over 60
different Skillnet logos. While the Network
logo was relevant to the individual network
it had little influence on promoting the
Skillnet brand.

This resulted in a rather diluted and thinly

spread brand with limited market awareness.

Following the recent brand review which

canvassed the views of Network managers,
government stakeholder and SME
participants, it has been decided to brand all
the current Skillnet Networks, and future
Networks, under one brand identity design.

This approach will enable Skillnet Ireland to

present a more cohesive brand image and
start to grow brand awareness.

In addition to having a similar logo design, all

individual Skillnet Networks will now migrate
to having similar marketing collateral such
as websites, social media content, pop-up
banners and brochures.

These branding guidelines have been

developed to ensure a strong brand identity for
Skillnet Ireland and Networks.

SKILLNET IRELAND | 11
WELCOME TO THE SKILLNET IRELAND BRAND

1.7 YOUR NETWORK MASTHEAD

To better communicate the relationship between

the Networks funded by Skillnet Ireland, we have
developed a standard logo device that will be now
known as your Network Masthead.
It will successfully help present Skillnet Ireland as
Masthead a unified brand.
Each Network Masthead is open, clean and
legible. The Network Masthead will represent your
Network and Skillnet Ireland in a positive, bright,
confident and professional manner.

SKILLNET IRELAND | 12
2

BRAND ELEMENTS -
Technical Guide for
Networks and Designers

SKILLNET IRELAND | 13
BRAND ELEMENTS

2.1 DEVELOPING YOUR NETWORK NAME

REQUIREMENTS
Network name
Networks must develop a unique name.
- We suggest keeping the name short and
memorable; the best solution would be to use
ABC Skillnet 8 –10 characters in the name or 1 or 2 words.
Alpha Beta Gamma Skillnet
-The name should reflect the network objectives.
Alpha Beta Gamma Delta Skillnet Alpha Beta Skillnet
-Networks must use the name Skillnet as part of
its trading name, for example, ABC Skillnet.
- Networks must not use Skillnet or
INCORRECT CORRECT
Skillnet Ireland as part of the corporate name
registered with the Companies Registration
Office (CRO) or the register of friendly societies,
for example, ABC Skillnet is incorrect.
When the Network name goes over the Skillnet’s
Masthead logo lunar device, we use the 2 LINES structure
in order to keep the Masthead balance.

1 LINE - INCORRECT USE 1 LINE - CORRECT USE

SKILLNET IRELAND | 14
BRAND ELEMENTS

2.2 YOUR NETWORK MASTHEAD

Masthead COMPONENTS
It is mandatory to incorporate the Skillnet Ireland
Logo into your Network Masthead.
Masthead
We have developed the following Masthead
for you to use. It consists of:

- Network name type

Company Name - Skillnet Ireland Logo

- Bracket device - 2 colours

Bracket
Device

Skillnet Ireland Logo

SKILLNET IRELAND | 15
 BRAND ELEMENTS

2.3 MASTHEAD OPTIONS

The name of your Network must appear as

shown across on 1, 2 or 3 lines.
The text should be enclosed using our bracket
Masthead device and should incorporate the Skillnet
3 LINES 2 LINES 1 LINE Ireland Logo in the bottom right-hand corner
which anchors the Masthead.

Example
Text

SKILLNET IRELAND | 16
BRAND ELEMENTS

2.4 MINIMUM CLEAR SPACE

The Masthead should always be given minimum

clear space, that is reasonable space from text,
images and other graphics.

The minimum clear space is outlined on the left.

The Skillnet Ireland logo lunar device marks the
minimum clear space.

To ensure the integrity and visibility of the

Network Masthead it is essential that you use the
appropriate size Masthead and clearance space.

SKILLNET IRELAND | 17
BRAND ELEMENTS

2.5 SIZING AND POSITIONING

The Network Masthead is designed to work in

various sizes.
When considering smaller applications,
it is essential that you use the appropriate
Minimum Size on White size to maintain clarity of the Masthead mark.
20mm w x 16.5mm h The minimum size shown here is the
approx Tagline 9.5pt recommended size for smaller application.

Minimum Size in Negative

22mm w x 18.8mm h
approx Tagline 10.5pt

SKILLNET IRELAND | 18
BRAND ELEMENTS

2.6 COLOUR PALETTE

The Network Masthead’s colours are the

Skillnet Ireland colours.

Consistency of implementation of these colours is

a key way to create a cohesive quality message in
how we present the brand and the whole Network
to our target markets.

As per the Skillnet Ireland logo, the Masthead

PANTONE® 368C has to appear clearly and in the approved colours.

Please see the Colour Palette breakdown (on the

next page) for a comprehensive list of applications
with the appropriate colour breakdowns.

PANTONE® 303C

SKILLNET IRELAND GREEN

PANTONE® 368C

SKILLNET IRELAND NAVY

PANTONE® 303C

SKILLNET IRELAND | 19
BRAND ELEMENTS

PRINT

PANTONE® COATED 303C 2.7 PRIMARY COLOURS

PANTONE® COATED 303U
We have shown the equivalent colour values when
CMYK COATED 100 / 47 / 22 / 82 printing Pantone® and four colour process CMYK,
SKILLNET IRELAND NAVY RGB values for screen and hexadecimal
CMYK UNCOATED 96 / 35 / 21 / 52 codes for web.
PANTONE® 303C
RAL 5001 (signage/exterior finishes) It is recommended that only these colours are
used on all marketing materials and support
SCREEN literature e.g. information sheets, brochures,
exhibition materials etc.
RGB 0 / 42 / 58

WEB 002A3A For on-screen communications use RGB values

(screen/ monitor colours and hexadecimal codes
for web safe colours). These match the Pantone®
references as closely as possible.
PRINT
Printers should match to these references as
PANTONE® COATED 368C closely as possible. We recommend proofs are
reviewed and signed off by Skillnet Ireland before
PANTONE® UNCOATED 368U print runs to retain consistency.

CMYK COATED 65 / 0 / 100 / 0

SKILLNET IRELAND GREEN
CMYK UNCOATED 52 / 0 / 86 / 0
PANTONE 368C
®
RAL 6018 (signage/exterior finishes)

SCREEN

RGB 100 / 167 / 11

WEB 64A70B

SKILLNET IRELAND | 20
BRAND ELEMENTS

PANTONE® COATED 430C PANTONE® COATED 7458C

PANTONE® UNCOATED 430U PANTONE® UNCOATED 7458U 2.71 SECONDARY COLOURS
CMYK COATED 33 / 18 / 13 / 40 CMYK COATED 53 / 3 / 8 / 9
MID GREY CMYK UNCOATED 47 / 31 / 29 / 4 MID TEAL CMYK UNCOATED 65 / 7 / 12 / 2 A secondary palette has been developed to
RGB 124 / 135 / 142 RGB 113 / 178 / 201 support and expand the primary colours range.
WEB 7C878E WEB 71B2C9
RAL 7000 RAL 5024 These colours support the Skillnet Ireland brand
in our printed and on-line presence.

PANTONE® COATED COOL GRAY 1C PANTONE® COATED 3145C

®
PANTONE UNCOATED COOL GRAY 1U PANTONE® UNCOATED 3145U
CMYK COATED 4 / 2 / 4 / 8 CMYK COATED 100 / 10 / 29 / 20
LIGHT GREY CMYK UNCOATED 4 / 3 / 6 / 7 DARK TEAL CMYK UNCOATED 100 / 4 / 28 / 20
RGB 217 / 217 / 214 RGB 0 / 119 / 139
WEB D9D9D6 WEB 00778B
RAL 7047 RAL 5021

PANTONE® COATED 7527C PANTONE® COATED 339C

PANTONE® UNCOATED 7527U PANTONE® UNCOATED 339U
CMYK COATED 3 / 4 / 14 / 8 CMYK COATED 84 / 0 / 59 / 0
STONE CMYK UNCOATED 3 / 4 / 11 / 5 JADE CMYK UNCOATED 68 / 0 / 51 / 0
RGB 214 / 210 / 196 RGB 0 / 179 / 136
WEB D6D2C4 WEB 00B388
RAL 7044 RAL 6033

PANTONE® COATED 551C

PANTONE® UNCOATED 551U
CMYK COATED 35 / 3 / 8 / 7
PALE TEAL CMYK UNCOATED 34 / 4 / 10 / 2
RGB 163 / 199 / 210
WEB A3C7D2
RAL 7001

SKILLNET IRELAND | 21
BRAND ELEMENTS

2.72 BLACK & WHITE VERSION

Depending on application and printing limitations,

the logo may also be used in monotone format -
see examples across.

For example: reproduction in newsprint.

SKILLNET IRELAND | 22
BRAND ELEMENTS

2.8 MISUSE OF LOGO

Never change the colours Never compress Never alter alignment
It is vital to the success of the brand that it is ONLY
SME SME SME implemented as set out in these guidelines.
Business Business Business
On the left are examples of a number of misuses
that apply to the Skillnet Network Masthead.

It is important to ensure it is never altered or

used in any way that deviates from the rules set
out in these brand guidelines.

Never angle Never change font Never move Skillnet

E SME
SM siness
SME
Business Business
Bu

SKILLNET IRELAND | 23
BRAND ELEMENTS

SUPPLIED FILES REFERENCE 2.9 MASTHEAD SUPPLY FOR

DESIGNERS & PRINTERS
For print use – .eps *
FILE FORMATS:
SN Masthead.eps
The Skillnet Network Masthead is available in
Full colour logo, for use on most marketing .eps, .jpg and .gif formats.
and communications material
It should always be produced correctly and
For digital / on-screen – .jpg / .gif * consistently from a digital master (as supplied by
Skillnet Ireland).
High Res SN Masthead.jpg
Full colour logo for office / digital use when reproducing in full Please ensure the appropriate master artwork is
colour used for supplying your network logo.

Low res SN Masthead.gif

Full colour logo for office / digital use, transparent background

* eps:
These files are Adobe Illustrator vector-based files that can be scaled
(in the Illustrator application) to any size without loss of resolution.
These files are intended for professional printing use. They are not
intended for use on your desktop computer and can only be opened
using specialist software on a Mac or PC.

* jpg / gif:
These files are intended for office use and for digital applications
such as web pages and web banners. They should not be used for
professional printing.
Gif files are usually low resolution and suited to websites.
They also support transparency which means they can be placed
on coloured backgrounds.

SKILLNET IRELAND | 24
BRAND ELEMENTS

2.10 MASTHEAD ON IMAGE

When the Masthead is placed on an image or

textured background it should sit in a white box.

This ensures that our identity sits cleanly and

clearly within a communication space.

The white box should always be on the left-hand

side - it is also important to maintain a clear
space from the top.

When logo needs to sit on a shape

SKILLNET IRELAND | 25
Representing the medical devices
BRAND ELEMENTS

2.11 MASTHEAD ON
COLOUR BACKGROUND
Light grey background Brand Colour
Pantone® 303
2 x options available When using the Masthead on Skillnet brand colour
backgrounds, please follow the guideline across.

There are times when the logo can be used on

a solid background, the examples shown across
are variations that can be used at your discretion.

Any use of the logo outside of the recommended

options shown here would need to be approved
by Skillnet Ireland.

Brand Colour
Pantone® 368
Mid-grey background 2 x options available

SKILLNET IRELAND | 26
BRAND ELEMENTS

2.12 TYPEFACE - TITLE

Uni Neue Light
We need to maintain a consistent typographic
ABCDEFGHIJKLMNOPQRS... look throughout all communications materials.

abcdefghijklmnopqrs... 12345 Uni Neue is the family font used for

Skillnet Ireland and Skillnet Network titles
throughout our material. Two weights are
available for use: Light and Bold.

Uni Neue Bold This font is to be used when designing all

marketing collateral.

ABCDEFGHIJKLMNOPQRS... For example

abcdefghijklmnopqrs... 12345 - Stationery

- Brochures
- Advertising
- Signage

SKILLNET IRELAND | 27
BRAND ELEMENTS

DIN Pro Light 2.13 TYPEFACE - BODY TEXT

ABCDEFGHIJKLMNOPQRS... Din Pro is the supporting family font used for

Skillnet Ireland and Skillnet Network body text.
abcdefghijklmnopqrs... 12345
Four weights are available for use:
Light, Regular, Medium and Bold.

DIN Pro Regular This font should be used for body text in:
ABCDEFGHIJKLMNOPQRS... - Brochures
- Advertising
abcdefghijklmnopqrs... 12345 - Reports

DIN Pro Medium

ABCDEFGHIJKLMNOPQRS...
abcdefghijklmnopqrs... 12345

DIN Pro Bold

ABCDEFGHIJKLMNOPQRS...
abcdefghijklmnopqrs... 12345

SKILLNET IRELAND | 28
BRAND ELEMENTS

2.14 TYPEFACE - IN HOUSE

For internal and day-to-day communications in

particular where documents are being published
from Word or Powerpoint presentations, the font
Calibri should be used.
Calibri Regular Calibri Regular Italic
This font should be used for text in:
ABCDEFGHIJKLMNOPQRS... ABCDEFGHIJKLMNOPQRS... - Reports

abcdefghijklmnopqrs... 12345 abcdefghijklmnopqrs... 12345 - Internal documents & papers

- Internal Newsletters
- Emails
- Memos
Calibri Bold Calibri Bold Italic
ABCDEFGHIJKLMNOPQRS... ABCDEFGHIJKLMNOPQRS...
abcdefghijklmnopqrs... 12345 abcdefghijklmnopqrs... 12345

SKILLNET IRELAND | 29
BRAND ELEMENTS

2.15 TYPEFACE - WEB

Droid Sans is the recommended Skillnet

Droid Sans Regular
Network web typeface. This font should

ABCDEFGHIJKLMNOPQRS... be used on websites or on any on-screen

representations.

abcdefghijklmnopqrs... 12345 This font should be used for live text in:
- Website
- Apps
Droid Sans Bold - Newsletters

ABCDEFGHIJKLMNOPQRS...
abcdefghijklmnopqrs... 12345

SKILLNET IRELAND | 30
BRAND ELEMENTS

Skillnet Network Materials 2.16 FUNDING LOGO PLATE

LEGEND:
XXX Skillnet is co-funded by Skillnet Ireland and
member companies. Skillnet Ireland is funded
from the National Training Fund through the
XXX Skillnet is co-funded by Skillnet Department of Education and Skills.
Ireland and member companies.
Skillnet Ireland is funded from the As part of these guidelines Skillnet Networks
National Training Fund through the must include the official Legend on all
Department of Education and Skills. communications material.

The inclusion of the logo plate is mandatory.

It should always appear as represented here.

Combined Legend and Logo Plate

XXX Skillnet is co-funded by Skillnet Ireland

and member companies. Skillnet Ireland is
funded from the National Training Fund through
the Department of Education and Skills.

SKILLNET IRELAND | 31
3

MARKETING
A NETWORK

SKILLNET IRELAND | 32
 3 Marketing a Network

This Marketing a Skillnet From here on, a consistent Skillnet Please ensure that these brand guidelines
Network brand identity is to be applied are used to apply the Skillnet Ireland Network
document has been produced across all the network sectors and regions. brand identity correctly and consistently
to assist Network Managers This brand strategy will assist in building across all applications, from product to
market their individual Skillnet awareness of the Skillnet Ireland brand and marketing material. By doing this, you will
Network. As such it provides increase participation in Skillnet Network play an invaluable part in expressing our brand
training events. cohesively to our broad customer base.
design and marketing direction
on how to apply the Skillnet These guidelines explain how you as a The evolution of the Skillnets brand to the
Ireland brand identity to your Skillnet Network Manager will use the Skillnet Ireland brand is a collective process
brand on a range of marketing collateral and where your feedback is valued. Together
own Skillnet Network. assets. We have created a suite of marketing we will continue to shape and influence
materials that will support you in presenting the Skillnet Ireland brand, positioning it as
your Network to your target audience. the leader in skills development for Irish
businesses.
The guidelines explain the different basic
elements that make up the Skillnet Network
brand identity - what they are, how they fit
together, and why it is critical that we use
them in the right way.

SKILLNET IRELAND | 33
 3.1 Shared Marketing Collateral

Skillnet Ireland will provide templates

for Powerpoint presentations by trainers,
name places for participants and folders
for holding training notes. Shared Approach
Skillnet Ireland believe this shared
approach will make it easier for
individual networks to present a
more professional image to their
target audience.

Furthermore, a combined
marketing approach will give
the Skillnet Ireland brand wider
penetration in the marketplace.

SKILLNET IRELAND | 34
3.2 Using Social Media

While you may expect your audience to come

directly to your Network website, this will not
always be the case. There is now an expectation
that you must meet consumers in their space
and on their time, across a variety of social
media platforms.

There are frequent developments to all

social media channels so spending time
understanding them and how they work and
allow you to communicate with your audience
is a good investment.

Cross promotion is key with social media and

whilst the same message can be communicated
across each platform it is essential that the
same message is crafted for each individual
platform. This is very simply done and has
value for both the creator and the reader.

SKILLNET IRELAND | 35
3.3 Using Imagery

Imagery plays an important role in

communications. Images can be
added to any communications materials.

Networks are expected to use professional

high quality imagery and place them in
the marketing materials in the style of the
recommended templates.

SKILLNET IRELAND | 36
4

MARKETING
TEMPLATES TO USE
 4 Marketing templates to use
Skillnet Ireland have designed
templates that can be utilised by each
Network. Working files for the suite
of Marketing Templates will be made
available to networks. The template designs require that you use
the following in ALL material produced:
Each Network can use their own design
agency or can contact Skillnet Ireland. 1 -  Masthead design and correct positioning
(as shown in Section 2.1 - 2.5)
It is important to note that whilst the
templates provided can be altered, they 2 -  Correct funding logoplate and correct
must remain within the remit of the positioning
Skillnet Ireland brand guidelines shown
on the following pages. 3 -  Adhere to Skillnet Ireland brand colour
palettes, tone and imagery as per these
brand guidelines.

SKILLNET IRELAND | 38
MARKETING TEMPLATES TO USE

4.1 STATIONERY
Letterhead
Letterhead and Compliment Slip are both
designed following the same rules:
SME SME
HEADER
SME
Business Business

- Masthead in the left-hand corner

- Contracting organisation logo in the
Compliment Slip right-hand corner

FOOTER
SME SME
SME - Network address in the left-hand corner
Business Business
- Network Website in the right-hand corner

WITH COMPLIMENTS
SME Business
10 Wexford Street,
Dublin 2, Ireland

T 353 (0) 1 605 1500 | PSRA No. 123456 smebusiness.ie

SME Business
10 Wexford Street,
Dublin 2, Ireland
T 353 (0) 1 605 1500
E [email protected]
smebusiness.ie
Template designs using our Network Mastheads
have been provided by Skillnet Ireland and need to be
Directors Lorem Ipsum, Lorem Ipsum | Registered As SME Business VAT No. 1234567A
| Registration |No. 123456 PSRA No. 123456
|

adhered to for brand consistency. Logo, funding plate,

font, image and colour guides need to be followed as
set out in Section 2: Brand Elements. Any changes to
the templates should be content based. Any design
changes to the templates will need to be approved by
Skillnet Ireland in advance of printing.

SKILLNET IRELAND | 39
MARKETING TEMPLATES TO USE

4.1 STATIONERY (CONTINUED)

FRONT
Business Card - Masthead Logo

BACK
- Masthead Logo in the top left-hand corner
SME - Contracting organisation logo in the
top right-hand corner
Business - Contact Information
- Network Website in the bottom right-hand corner

PRINT RECOMMENDATIONS
- Weight: 300 gm
- Paper stock: Good white board, Soft Touch Laminated

SME
SME
SME SME
Business Business Business

John Smith Network Manager John Smith Network Manager

086 123 4567 086 123 4567

84/86 Lower Baggot Street,

Dublin 2, Ireland 84/86 Lower Baggot Street, T 353 (0) 1 605 1500
T 353 (0) 1 605 1500
Dublin 2, Ireland E [email protected] Template designs using our Network Mastheads
E [email protected] smebusiness.ie smebusiness.ie
have been provided by Skillnet Ireland and need to be
adhered to for brand consistency. Logo, funding plate,
font, image and colour guides need to be followed as
set out in Section 2: Brand Elements. Any changes to
the templates should be content based. Any design
changes to the templates will need to be approved by
Skillnet Ireland in advance of printing.

SKILLNET IRELAND | 40
MARKETING TEMPLATES TO USE

4.2 PULL-UP BANNERS

1 Pull-up banners should always follow the

same structure:

1- The Masthead in a prominent position, locked

into a white rectangle (it always appears in
the top left-hand corner).

2- The image should be placed fully within the

measurements of the Pull-up. People led
Lorem ipsum Lorem ipsum images are recommended.
morem este morem este
riva moret riva moret 3- The white tint band includes the contracting
organisation logo and tagline and their
2 Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet,
constetur adipiscing elit, sed do
labore et dolore magna aliqua.
constetur adipiscing elit, sed do
labore et dolore magna aliqua.
Network website and contact details.

4- The Network Funding Legend, Skillnet Ireland

logo and DES logo should go into the navy
band in the footer as shown across.

Representing the For more information:

3 SME
SME medical devices &
SME
SME Mary Moore | John Smith
Template designs using our Network Mastheads
Business diagnostics sector.
dublinbusinessassoc.ie
Business 01 569 4555 |01 569 4557
have been provided by Skillnet Ireland and need to be
dublinbusinessassoc.ie
adhered to for brand consistency. Logo, funding plate,
Irish Medtech Skillnet is co-funded by Skillnet Ireland and member companies.
Skillnet Ireland is funded from the National Training Fund through the
Irish Medtech Skillnet is co-funded by Skillnet Ireland and member companies.
Skillnet Ireland is funded from the National Training Fund through the
font, image and colour guides need to be followed as
4 Department of Education and Skills.. Department of Education and Skills..
set out in Section 2: Brand Elements. Any changes to
the templates should be content based. Any design
changes to the templates will need to be approved by
IRELAND IRELAND

Skillnet Ireland in advance of printing.

SKILLNET IRELAND | 41
 MARKETING TEMPLATES TO USE

4.3 EVENT MARKETING

2 PAGE FLYER - A5

Promoting events is an important protocol

for each Network.
SME
Business We recommend following the templates
Masthead shown across.

As per the pull-up banners, people led images

are highly recommended.

Specialist Training The Network Funding Legend, Skillnet Ireland

Heading & Description
Sub-descriptions logo and DES logo should be positioned in the
Date XX.XX.XX
Location XXXXXXXXXX footer on the reverse as shown across.

SME
Footer SME
Business .

Representing the medical

devices & diagnostics sector. smebusiness.ie
Template designs using our Network Mastheads
have been provided by Skillnet Ireland and need to be
adhered to for brand consistency. Logo, funding plate,
Front Reverse font, image and colour guides need to be followed as
set out in Section 2: Brand Elements. Any changes to
the templates should be content based. Any design
changes to the templates will need to be approved by
Skillnet Ireland in advance of printing.

SKILLNET IRELAND | 42
MARKETING TEMPLATES TO USE

Lorem
Cover and Back page
4.4 EVENT MARKETING
SME
Business
Ipsum...
Lorem ipsum Suspendisse lorem massa, fermentum at hendrerit et,
mollis vel mauris. Morbi pellentesque condimentum
as per the 2 page flyer
Dolor sit amet, consectetur adipiscing elit.
neque, nec convallis urna placerat porta. Sed eu neque
Praesent at urna sit amet sapien posuere magna. Nullam a purus ac tellus consectetur tincidunt.
rhoncus. Donec vel nulla bibendum, bibendum nisi ac, tristique
purus.
Morbi volutpat erat eros, at tristique sapien
Maecenas sem arcu, dictum in leo sed, imperdiet posuere
blandit vitae. Donec faucibus risus eu nisi ligula. Vestibulum pretium elit ut mi aliquam, ut aliquet
viverra rhoncus sed vitae magna. Nam et nibh sollicitudin. Aliquam tempor tortor sit amet magna

4 PAGE FLYER
imperdiet velit. Duis porttitor venenatis est dapibus, id eleifend
et bibendum. arcu tempor.

Specialist Training
Description
Date XX.XX.XX Lorem Ipsum
Location XXXXXXXXXX

The 4 page template shown across should be

• The Suspendisse lorem massa,
fermentum at hendrerit et, mollis
vel mauris.
• Morbi pellentesque condimentum
neque, nec convallis urna placerat.

used when more space is required.

• Sed eu neque magna. Nullam
mauris a purus mauris ac tellus
consectetur tincidunt.
• Sed eu neque magna. Nullam
a purus ac tellus consectetur
neque tincidunt.
• Donec vel nulla bibendum,
bibendum nisi ac, tristique.

SME
SME
The elements should be used as shown across.
Business .
Irish Medtech Skillnet is co-funded
by Skillnet Ireland and member companies.
Representing the medical Skillnet Ireland is funded from
the National Training Fund through
smebusiness.ie
IRELAND
devices & diagnostics sector. the Department of Education and Skills.

Template designs using our Network Mastheads

have been provided by Skillnet Ireland and need to be
adhered to for brand consistency. Logo, funding plate,
font, image and colour guides need to be followed as
set out in Section 2: Brand Elements. Any changes to
the templates should be content based. Any design
changes to the templates will need to be approved by
Skillnet Ireland in advance of printing.

SKILLNET IRELAND | 43
MARKETING TEMPLATES TO USE

A4 Advert

4.5 EVENT MARKETING

PRESS ADVERT

Masthead Image The template shown across has been designed

in an A4 format.

It allows for: Masthead / Image / Heading /

Sub-heading / Bullet points / Funding Plate /
Network branded area.

Heading Sub-heading

Body Text
Bullet point

Template designs using our Network Mastheads

have been provided by Skillnet Ireland and need to be
adhered to for brand consistency. Logo, funding plate,
font, image and colour guides need to be followed as
Network Branding set out in Section 2: Brand Elements. Any changes to
and website the templates should be content based. Any design
Funding Plate changes to the templates will need to be approved by
Skillnet Ireland in advance of printing.

SKILLNET IRELAND | 44
 MARKETING TEMPLATES TO USE

4.6 EVENT MARKETING

PRESS ADVERT - HORIZONTAL FORMAT

Image The template shown across has been designed

in an A4 Horizontal format.

It allows for: Masthead / Image / Heading /

Sub-heading / Bullet points / Funding Plate /
Network branded area.
Masthead Heading

Sub-heading Body
Text

Network
Branding
and website Funding
Plate

Template designs using our Network Mastheads

have been provided by Skillnet Ireland and need to be
adhered to for brand consistency. Logo, funding plate,
font, image and colour guides need to be followed as
set out in Section 2: Brand Elements. Any changes to
the templates should be content based. Any design
changes to the templates will need to be approved by
Skillnet Ireland in advance of printing.

SKILLNET IRELAND | 45
MARKETING TEMPLATES TO USE

SME
Business 4.7 FOLDERS

The template designs shown across should

Lorem ipsum
morem este be used when a folder design is required.
riva moret
Two options have been designed and files are
available to use.

Option 1

Representing the medical devices

& diagnostics sector.
Irish Medtech Skillnet is co-funded
by Skillnet Ireland and member companies.
Skillnet Ireland is funded from
Representing the medical devices irishmedtechskillnet.ie
& diagnostics sector. smebusiness.ie
the National Training Fund through IRELAND
the Department of Education and Skills..

SME
Business

Option 2
Template designs using our Network Mastheads
have been provided by Skillnet Ireland and need to be
SME
SME
Business
adhered to for brand consistency. Logo, funding plate,
Irish Medtech Skillnet is co-funded
Representing the medical devices
& diagnostics sector.
font, image and colour guides need to be followed as
set out in Section 2: Brand Elements. Any changes to
by Skillnet Ireland and member companies.
Skillnet Ireland is funded from
the National Training Fund through IRELAND
smebusiness.ie
the Department of Education and Skills..

the templates should be content based. Any design

changes to the templates will need to be approved by
Skillnet Ireland in advance of printing.

SKILLNET IRELAND | 46
MARKETING TEMPLATES TO USE

4.8 TRAINING PROGRAMME FORMS

SME XXX SKILLNET
Business
Name of Event
Location XX/XX/XX
The Sign-In Sheet template design shown across
is available for you to utilise.
NAME E-MAIL SIGNATURE
Skillnet Ireland will also issue Templates for the
...................................................................... ..................................................................... .....................................................................
Trainee Profile Sheet and Evaluation Form to
...................................................................... ..................................................................... ..................................................................... Networks as part of Marketing Templates suite.
...................................................................... ..................................................................... .....................................................................

...................................................................... ..................................................................... .....................................................................

...................................................................... ..................................................................... .....................................................................

...................................................................... ..................................................................... .....................................................................

...................................................................... ..................................................................... .....................................................................

...................................................................... ..................................................................... .....................................................................

...................................................................... ..................................................................... .....................................................................

...................................................................... ..................................................................... .....................................................................

...................................................................... ..................................................................... .....................................................................

...................................................................... ..................................................................... .....................................................................

...................................................................... ..................................................................... .....................................................................

...................................................................... ..................................................................... .....................................................................

...................................................................... ..................................................................... .....................................................................

...................................................................... ..................................................................... .....................................................................

...................................................................... ..................................................................... .....................................................................

...................................................................... ..................................................................... .....................................................................

...................................................................... ..................................................................... .....................................................................

SKILLNET IRELAND | 47
 OPT 1
MARKETING TEMPLATES TO USE

4.9 NAME PLACECARDS

SME When events are being hosted, Skillnet Ireland

Business will provide templates for name places.
John
They can come in 2 options:

Option 1 Option 1 - With the name preprinted

OPT 1 OPT 2 - With the name handwritten

SME SME
Business Business
John

OPT 2

Template designs using our Network Mastheads

have been provided by Skillnet Ireland and need to be
adhered to for brand consistency. Logo, funding plate,
font, image and colour guides need to be followed as
set out in Section 2: Brand Elements. Any changes to
the templates should be content based. Any design
SME changes to the templates will need to be approved by
Business Skillnet Ireland in advance of printing.

SKILLNET IRELAND | 48
5

BRAND APPLICATIONS
IN OTHER MEDIA

SKILLNET IRELAND | 49
BRAND APPLICATIONS IN OTHER MEDIA

Image
5.1 EVENT MARKETING

E-Zine
Network
Logo
An E-zine is a great way to communicate with
your target audience.
Heading
The simple template shown across should be
used as a basic design when creating an E-zine
Template on Mailchimp or any other
similar programmes.
Sub - Heading

Detail

Template designs using our Network Mastheads

have been provided by Skillnet Ireland and need to be
Social-media Links adhered to for brand consistency. Logo, funding plate,
font, image and colour guides need to be followed as
set out in Section 2: Brand Elements. Any changes to
the templates should be content based. Any design
changes to the templates will need to be approved by
Skillnet Ireland’s Details Skillnet Ireland in advance of printing.

SKILLNET IRELAND | 50
BRAND APPLICATIONS IN OTHER MEDIA

5.2 EVENT MARKETING

SOCIAL MEDIA

Social Media profile and cover images should be

represented as shown across.

Template designs using our Network Mastheads

have been provided by Skillnet Ireland and need to be
adhered to for brand consistency. Logo, funding plate,
font, image and colour guides need to be followed as
set out in Section 2: Brand Elements. Any changes to
the templates should be content based. Any design
changes to the templates will need to be approved by
Skillnet Ireland.

SKILLNET IRELAND | 51
BRAND APPLICATIONS IN OTHER MEDIA

5.3 EVENT MARKETING

EVENTBRITE

Promoting Skillnet Ireland Network events

on the platform www.eventbrite.com.

The template shown across should be followed

Representing the medical SME
Business as closely as possible.
devices & diagnostics sector.

Template designs using our Network Mastheads

have been provided by Skillnet Ireland and need to be
adhered to for brand consistency. Logo, funding plate,
font, image and colour guides need to be followed as
set out in Section 2: Brand Elements. Any changes to
the templates should be content based. Any design
changes to the templates will need to be approved by
Skillnet Ireland.

SKILLNET IRELAND | 52
BRAND APPLICATIONS IN OTHER MEDIA

5.4 POWERPOINT PRESENTATIONS

1 - Intro Slide 3 - Section Change Slide
As per specified in our Network guidelines -
SME
Business
section 2, the font Calibri should be used in
SME
Business Powerpoint presentations.

We’ve created a Powerpoint Template,

showcasing 9 different page styles can be
used during presentations:

Title
- Intro Slide
1 - Agenda Slide
SME
SME - Section Change Slide
Business
Representing the medical devices
& diagnostics sector.
- Bulleted List & Image Slide
- Chart Slide 1
- Bulleted List Slide
- Chart Slide 2
2 - Agenda Slide 4 - Bulleted List & Image
- Text Slide
Title - Section 1
- Final Slide

• Lorem ipsum Networks are recommended to prepare a short

1 Lorem ipsum
• Lorem ipsum presentation using this template (or video) to
statement
2 Lorem ipsum • Lorem ipsum introduce your Network which can be shown to
3 Lorem ipsum • Lorem ipsum trainees before each training course.
4 Lorem ipsum
• Lorem ipsum

• Lorem ipsum
Template designs using our Network Mastheads
5 Lorem ipsum
have been provided by Skillnet Ireland and need to be
• Lorem ipsum
6 Lorem ipsum adhered to for brand consistency. Logo, funding plate,
• Lorem ipsum
font, image and colour guides need to be followed as
set out in Section 2: Brand Elements. Any changes to
SME Business
Skillnet SME Business
Skillnet Page 4
the templates should be content based. Any design
changes to the templates will need to be approved by
Skillnet Ireland.

SKILLNET IRELAND | 53
BRAND APPLICATIONS IN OTHER MEDIA

5 - Chart Slide 7 - Chart Slide

5.4 POWERPOINT PRESENTATIONS

(CONTINUED)

As per specified in our Network guidelines -

Section 2, the font Calibri should be used in
Powerpoint presentations.

We’ve created a Powerpoint Template,

showcasing 9 different page styles can be
used during presentations:

- Intro Slide
- Agenda Slide
- Section Change Slide
6 - Bulleted List Slide 8 - Text Slide - Bulleted List & Image Slide
- Chart Slide 1
- Bulleted List Slide
- Chart Slide 2
- Text Slide
- Final Slide

Networks are recommended to prepare a short

presentation using this template (or video) to
introduce your Network which can be shown to
trainees before each training course.
Template designs using our Network Mastheads
have been provided by Skillnet Ireland and need to be
adhered to for brand consistency. Logo, funding plate,
font, image and colour guides need to be followed as
set out in Section 2: Brand Elements. Any changes to
the templates should be content based. Any design
changes to the templates will need to be approved by
Skillnet Ireland in advance of printing.

SKILLNET IRELAND | 54
BRAND APPLICATIONS IN OTHER MEDIA

5.5 WEBSITE DESIGN

Branding Guidelines for Network Websites are

currently being developed.
Skillnet Ireland will issue separate interim
Website Branding Guide to Networks. Skillnet
Ireland are currently developing a Network
Website aligned to the Skillnet Ireland website
design, with the functionality required for
the modern Skillnet Network. This should be
available in late 2018, for networks that choose
this option.
Skillnet Ireland are also exploring future options
for network websites and will engage with
Networks on these future plans in Summer
2018. Networks are encouraged to conduct a
review of their existing website and to use these
Branding Guidelines to guide changes being
made (brand style, colour palettes, tone and
imagery, Masthead positioning and placement
of network funding legend).

Template designs using our Network Mastheads

have been provided by Skillnet Ireland and need to be
adhered to for brand consistency. Logo, funding plate,
font, image and colour guides need to be followed as
set out in Section 2: Brand Elements. Any changes to
the templates should be content based. Any design
changes to the templates will need to be approved by
Skillnet Ireland.

SKILLNET IRELAND | 55
6

APPLYING THE
GUIDELINES

SKILLNET IRELAND | 56
 6 Summary of Application

The Network Masthead Third Parties use of the Use of member company
must take prominence Skillnet Ireland logo or or other company logos
on all materials. individual network Mastheads
Network Mastheads may be represented The use of member company logos are
The contracting organisation’s in third party websites in their client list not permitted on any individual network
logo may be used on individual section on receipt of permission from material except in the case where
network material, as indicated Skillnet Ireland. sponsorship is received for a specific event.
in the placement within The Skillnet Ireland corporate logo may The company logo can only be used on
Marketing templates provided be used for branded promotional material short shelf life communications material
by Skillnet Ireland. relating to joint initiatives on receipt of relating specifically to that event.
permission from Skillnet Ireland.

Networks must include the Network Mastheads may be used on course Use of Training Provider Logos
Department of Education and materials created for delivery solely in
Skills (DES) and Skillnet Ireland network training events. The use of member company logos
are only permitted on short shelf life
logos (i.e. the funding logo plate) No third party is allowed to use the communications material relating
on ALL materials. Skillnet Ireland corporate logo in graphic specifically to that event, on receipt of
or electronic format without the written permission from Skillnet Ireland.
consent of Skillnet Ireland.
The Network Masthead must take
Third parties may not refer to their prominence on any such material.
courses as ‘Skillnet(s)’ courses or give
the impression that they are licensed as a
reseller of Skillnet Ireland training.

SKILLNET IRELAND | 57
Contact Us
For advice on how to best design and print any marketing collateral required, please
contact Skillnet Ireland for insights as to how the brand should be used and applied.

Contact: Communications & Marketing Department

Tel: 01 291 6616
Email: [email protected]
Website: www.skillnetireland.ie

These guidelines were developed by Skillnet Ireland in conjunction with Bradley Brand & Design
www.bradleybrand.ie

SKILLNET IRELAND | 58
Skillnet Ireland is funded
from the National Training Fund
through the Department
of Education and Skills.