IntroductionBrand StoryLogo & Icon GuidelinesColour Palette & RulesTypographyVoice and ToneSocial MediaImagesButtonsBack home
IntroductionBrand StoryLogo & Icon GuidelinesColour Palette & RulesTypographyVoice and ToneSocial MediaImagesButtonsWe’re more than just a logo or a set of guidelines.
Our brand represents who we are and what we stand for.
At Coaching Focus Group, we’ve carefully shaped a brand that’s warm, welcoming, and professional, just like the relationships we build with our clients. It’s a reflection of our commitment to supporting you and your team, helping you grow, and celebrating your successes. We’re proud of the brand we’ve built because it speaks to our shared journey, our dedication to inclusivity, and the positive impact we aim to make every day. Together, let’s continue to nurture and uphold the values that define us.
Coaching Focus Group was born out of our deep belief in the transformative power of coaching. We are more than just a coaching brand; we are a movement dedicated to fostering positive change and helping people and corporations achieve their goals.
Our tagline, "Be Better," encapsulates our commitment to continuous improvement and the pursuit of excellence.
Our brand personality is a blend of friendliness and focus, approachability and affirmation. We strive to create an environment that is both supportive and uplifting, where growth and learning are nurtured. While we maintain a sense of luxury and high-end service, we are also accessible to all who seek an empowering coaching experience.
Visually, Coaching Focus Group embodies sophistication and approachability. Our rich colour palette features deep, luxurious and bright tones that convey a sense of focus and clarity and energy. We use clean, modern typography to reflect our attention to detail and high-end service. Our visual branding is a testament to our commitment to quality and professionalism.
Our logo, using a bolder version of the Poppins font, is a clean, confident, and bold representation of the Coaching Focus Group brand.
Here are key guidelines:
Design: The logo is clean, confident, and bold, reflecting our brand's approach to coaching.
3-dot Icon: This unique element should always remain the same color as specified in our color guidelines, unless shown otherwise in examples.
Usage: The logo should be clear, legible, and unobstructed. Avoid stretching, distorting, or altering it in any way.Remember, our logo is a symbol of our brand and our promise to our clients. Use it wisely and respectfully.
Our set of icons is an integral part of the Coaching Focus Group brand. Each icon has a specific purpose and helps to communicate our message more effectively.
Here are some key guidelines:
Purpose: Each icon has a specific use. Ensure you're using the correct icon for the intended purpose.
Modification: Never skew or distort the icons. They should always be used as they are to maintain consistency and recognisability.
Colour: Icons come in different, relevant colours as per our brand colour guidelines. Always use the correct colour for each icon.
Examples: Below, you'll find examples of our icons in use. These examples should guide you on how to use the icons effectively and appropriately. Remember, our icons are a visual extension of our brand. Use them wisely to enhance communication and maintain our brand's visual identity.
Primary - #0a3c54
Primary YELLOW - #f3ad1b
Secondary - #7da3a2
Secondary - #4f6c79
Secondary - #cbdfdb
WHITE - #FFFFFF
Secondary BACKGROUND - #f2F2F5
THIRD BACKGROUND - #f4F4F4
TEXT COLOUR ONLY - #213a4f
Emerald Burst - Growth, Global - #26aa7d
Ocean Breeze - Calming, trustworthy, refreshing. - #1d87ae
Vibrant Orchid - Vibrant, bold, inclusive #b54499
Regal Violet. - luxury, inclusive, passion #6828aa
Sunset flame. - energy, bold #cf5f28
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Our colour palette is a diverse collection of hues, each with a specific purpose in representing Coaching Focus Group. While we have many colours, they don't all need to be used simultaneously. Certain colours are core to our brand and consistently used across our website and marketing materials, while others are used to highlight specific elements.
In this section, you'll find our color palette along with the specific HEX codes for each colour. Remember, the thoughtful use of color is crucial in maintaining a consistent and visually compelling brand experience. Let's use it wisely to uphold our brand's visual identity.
Typography is a key element in our brand's visual identity.
We've chosen the "Poppins" font in Semibold, Medium, Regular, and occasionally Light weights to represent our brand.
Please note, we never use the Bold weight as it doesn't align with our brand's visual style.
To maintain visual harmony and readability, we use the Golden Ratio (approximately 1.618) to determine the hierarchy of our font sizes.
Here's a simple way to apply it:
Remember, typography is not just about choosing a font and size. It's about creating a consistent, readable, and visually pleasing experience that aligns with our brand. Let's use it wisely to communicate our messages effectively.
See an examples below:
Our brand voice is warm, conversational, and empathetic, yet maintains a sense of professionalism. We aim to build trust and rapport with our clients, providing a supportive and encouraging environment for growth and learning.
Here are some guidelines to help maintain our brand voice and tone:
Conversational Language: Use relatable language. Instead of "Our coaching services will help transform your business," say "Let's work together to transform your business with our coaching services."
Emphasise Benefits: Highlight the positive outcomes of coaching. Instead of "Coaching can help you overcome challenges," say "With coaching, you can unlock your team's full potential and achieve greater success."
Inclusivity: Use inclusive language. Instead of "Our coaching experts can help your business succeed," say "We're here to help you and your team succeed with our coaching expertise."
Positive Affirmations: Use affirmations that reinforce success and achievement. Instead of "Coaching can be challenging," say "With our coaching, you'll gain the skills and confidence you need to achieve your goals."
Empathy: Show understanding towards challenges. Instead of "You need to change your management style," say "We understand transitioning to a coaching-led approach can be difficult, but we're here to guide you."
Humour/Wit: Use humour sparingly to engage and comfort readers.
British English: Use British English spelling and vocabulary for consistency and authenticity. Example use "Organisation" instead of "Organization". Or when discussing a programme use "Programme" instead of "Program".
Copy and paste this into chatGPT:
Act as an award-winning copywriter. You've now been hired to write the copy for Coaching Focus Group. Before writing anything, I will send you the Brand Brief along with the Brand tone of voice principles
Then copy and paste the tone of voice principles above. This will allow ChatGPT to keep the tone of voice. After ChatGPT has spat out a load of content, you can then follow it up with prompts that reduce the content amount ("reduce by 50% but keep the value") or you can use the tone of voice principles to make it more or less like said principle. Eg: "Make it more conversational", "tone down the wit/humour".
Use of images and image types.
Our imagery captures authentic moments of people connecting and collaborating. These natural shots feature individuals engaged in positive interactions, all complemented by circular elements that add warmth and energy to the design. The focus is on diversity—people of different races, genders, and nationalities, creating a welcoming, inclusive atmosphere.
These images should feel genuine, never forced or overly stocky. They’re designed to bring services and informational pages to life, helping visitors relate to our content instantly. Please note that this style is reserved specifically for core website pages and will not be used for blogs, articles, or social media posts, which follow a different visual approach.
Our blog and article images should evoke emotion, spark curiosity, and tell a story that connects with the reader. We avoid the typical, overused stock photos and opt for more abstract, thoughtful visuals that complement the article’s topic. The imagery should feel purposeful, creating a subtle narrative that enhances the content without feeling literal or heavy-handed.
Key Principles:
Abstract but Relevant: Images should hint at the article’s theme rather than directly showing it. For example, if the article is about leadership, consider imagery that reflects growth, forward movement, or collaboration in a non-obvious way.
Emotionally Engaging: The images should evoke an emotional response, whether it’s inspiration, curiosity, or reflection. We want the audience to feel connected to the content before they even begin reading.
Clean, Minimal, and Authentic: Avoid cluttered or overly complex visuals. Simplicity is key. Images should feel clean, authentic, and relatable, yet not distract from the article's core message.
Storytelling Approach: Think of each image as a mini story that encourages the reader to dive deeper into the content. Whether through symbols, colours, or abstract representations, the image should draw the reader in.
Consistent Tone: While each article may touch on different topics, the overall style should remain cohesive across the blog. A consistent colour palette, tone, and aesthetic will help maintain visual harmony on the blog page.Examples:
Leadership Articles: Use images of open roads, mountains, or upward pathways to symbolise growth and journey.
Mindset and Well-being: Incorporate soft colours, nature, or serene settings that reflect inner calm and balance.
Performance: Action shots of athletes, abstract representations of speed, or forward motion to convey momentum.These guidelines ensure our blog remains visually appealing and aligned with the brand’s voice, supporting the content without overpowering it.
Social Media
For our social media presence, we've created a set of templates to ensure brand consistency across all platforms. These templates can be found within Canva, under the section Brand Hub > Brand Templates. Please use these templates for all social media posts to maintain our brand's visual identity and messaging.
Social Media - Concepts
Our imagery captures authentic moments of people connecting and collaborating. These natural shots feature individuals engaged in positive interactions, all complemented by circular elements that add warmth and energy to the design. The focus is on diversity—people of different races, genders, and nationalities, creating a welcoming, inclusive atmosphere.
These images should feel genuine, never forced or overly stocky. They’re designed to bring services and informational pages to life, helping visitors relate to our content instantly. Please note that this style is reserved specifically for core website pages and will not be used for blogs, articles, or social media posts, which follow a different visual approach.