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Last updated August 2024 Copyright © 2023 Grant Thornton International Ltd
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Our brand concept: Our expanding impact
Our mobius language
Going beyond business as usual allows us to create an ever-expanding impact for our people, clients and communities. This ripple effect enables us to positively shape our tomorrow, leading the way in sustainable growth and purpose. ↓
Imbuing moments of expansion, interconnecting and direction to further the idea of ‘Go Beyond’
Brand system
Colour
Typography
Grid/holding shape
The one stop destination for understanding our brand
View brand elements
Our brand in motion
Core guide
Core guide contains key information regarding each of our brand elements.
Global sub-brand guidelines
Our Strategy
To understand how to execute and use our new brand identity, it is important to understand how it connects to our global brand strategy.
Go Beyond is our global brand strategy. It encapsulates what we stand for, what differentiates us and sits at the heart of our business, inspiring and influencing everything we do.
A variety of brand elements make our Go Beyond global strategy.
Our brand house
We go beyond business as usual to deliver a different experience. More personal, agile and proactive. We challenge conventions to find better solutions. So our people, clients and communities can positively shape tomorrow.
We show the way
We value different perspectives
We are more agile
Brand pillars
The promise is a simple and compelling way to capture what we offer, how we are different and why this is valuable to our key audiences.
Brand promise
The pillars explain the foundations of the brand promise and how we deliver an experience that goes beyond business as usual.
We care about our people and our clients and helping them go further in achieving their ambitions. We listen closely and ask the right questions to deeply understand their unique needs. We create enduring relationships built on empathy, collaboration and trust. This enables us to challenge more constructively and offer more relevant, pragmatic and holistic commercial advice.
With a flatter structure, shorter decision-making chains and empowered teams, we can work at the pace and style that best suits each client. When needs change, or when there’s uncertainty, we respond quickly and flexibly. Our size, structure and culture allow us to be uniquely connected with the markets we serve. This local touch is a global advantage. Wherever we are in the world, we can adapt our ways of working and tailor solutions appropriately.
We embrace fresh thinking and encourage our people to bring something new. Our open-minded culture leaves space for a diversity of voices to be heard and for new ideas to flourish. We know that business-changing insights come when we bring different perspectives and challenge conventional thinking.
We know that it’s not enough to just operate for today, protecting business as usual. We act responsibly and play our part in shaping the system and the communities we need for tomorrow. We are proactive at bringing timely new insights to clients and guiding them on the practical implications of tomorrow’s possibilities. Using our voice, our insights and our people’s passion we shape the solutions that will drive positive progress in business and a better society for all.
We care about people and relationships
To learn more about our global brand strategy please see the following resources: - Global brand strategy overview - Go Beyond long form strategy
To ensure we are communicating a consistent message across our network, we have developed an external messaging playbook and framework that helps express the brand idea in markets through language and key messages. Below are some examples of copy that express the brand strategy in accordance to each brand pillar. This is just a starting point. You may want to adapt or localise external messaging to best suit the needs of your market, and to include local proof points where possible.
Messaging
Brand idea
Consistent high quality in everything we do
Our brand system is a collection of elements and approaches that make sure our brand is cohesive and meaningful.
Quickly access key information in this section.
Quick access
1. Our visual concept: Our expanding impact 2. Elements in our system 3. Identity framework 4. Core: Fixed 5. Core: Flexible
6. Creative 7. Scale of expression
Our visual concept is what drives our identity and reflects what Grant Thornton stands for as an organisation. Going beyond business as usual allows us to create an ever-expanding impact for our people, clients and communities. This ripple effect enables us to positively shape our tomorrow, leading the way in sustainable growth and purpose.
Our visual concept: Our expanding impact
Our visual identity is made up of eight key parts that will ensure our brand is unique and identifiable.
Elements in our system
Grid & layout
Our brand system is core and creative. Within core we have fixed and flexible elements, enabling our brand to be used in multiple ways to showcase our services. This creates cohesion across our portfolio, with all extensions of the corporate identity sitting within this system. Creative is how our identity can flex over time to cater for new audiences and business needs.
Identity framework
The elements that will always be presented in consistent ways across communications to help drive cohesion across the entire identity.
Core: Fixed
Consistent logo placement.
Core Purple & Core White
Communications rooted in either Core Purple or Core White.
12x12 grid
Grid for consistency and scalability in print and digital.
The assets with flexibility. Allowing us to tailor and suit the audience and communication need.
Core: Flexible
Colour ratios
We can combine colours in different ways, giving us flexibility to create varied experiences.
Typographic styles
We can express our typographic system in four separate ways.
Holding shape styles
We can use three different variations of graphic textures.
Photography styles
We can convey the broader, human qualities of our brand and the communities we serve through photography styles.
Photography treatments
Three photography treatments to support content, help create interest and allow the brand to easily own imagery.
We have two approaches to our layout system: holding shape and cropped holding shape.
Fixed & flexible in practice
Creative is how our identity can flex over time to cater for new audiences and business needs. The examples below are indicative of how certain elements can evolve and be used for campaigns or spatial design. These should not be recreated without permission from gtimarketing@gti.gt.com
Creative
UI inspired by holding shape
Data graphics
Holding shape and cut-out imagery
Spatial dimensional textures
The brand has a range that allows us to dial the expression up and down according to our communication needs. Before creating branded collateral we must consider tone, audience and format when selecting the most appropriate brand elements. Below are a selection of thought starters to help you plot communications on the expression scale.
Scale of expression
Informative
Content heavy / need to be legible / functional / accessible
Informative + inspiring
Mid-way / can inspire but also communicate key information
Inspiring
Mainly contain short headlines + flexible brand assets
Fixed
+
Flexible
Core & creative
Amount of copy?
Who is your audience?
Desired impact / tone?
What is the medium?
Inspire
Informative + inspire
Colour values
Colour values are fixed assets and should not be altered in any way.
#4f2d7f
Iconography styles
Two colour approaches to iconography.
How our identity can flex over time
Visual concept
Elements
Our logo
Our logo is at the heart of our visual identity. It should be present on all our branded communications, products and services.
Symbol
The inspiration for the symbol is the Mobius strip. It is a continuous band that looks three dimensional and permanent yet flexible. Its interconnectedness represents us and our clients, and us and our people.
Wordmark
Our wordmark is clean and simple and increases legibility, making it ideal for onscreen, digital and advertising use.
The horizontal version is used on most occasions. The stacked version is only allowed in very exceptional circumstances.
Logo versions
Horizontal version
Centered version
The logo is available in two colourways to accommodate both light and dark backgrounds. This is to maintain consistency and legibility throughout the brand.
Logo colourways
Full colour
To be used on white or light backgrounds.
Our logos are also available in single colour positive and negative versions.
Single colour logo
Negative logo
Maximum contrast should be achieved by using the negative logo on dark backgrounds.
Positive logo
The positive logo is an alternate for white or light backgrounds.
In order to maintain clarity and consistency when using our logos, follow the rules outlined below.
Best practice
To ensure brand impact and legibility, we have specified a clear space rule for logo usage.
Logo clear space
To maintain legibility and brand integrity, we have outlined the miniumum sizes for our logo. The miniumum size is measured in height.
Logo minimum sizes
Digital 60 px
Print 7.55mm
To ensure consistency and ease of implementation, our logos are always clearly positioned in the communication. Follow the examples below for best practice. Please refer to Grid and layout for correct logo scale and position in communications.
Logo positioning
Primary positioning
In primary use-cases, the GT logo should always be positioned inside the top and left margins of a layout.
Secondary positioning
In instances where the logo cannot be positioned top left, the logo can be positioned bottom left, top right or centre aligned if a layout is too narrow.
Our logos are a fixed asset so please ensure you always use supplied artwork and treat them with care. Do NOT;
Improper use
Recreate or redraw the logos
Use the wordmark on its own
Alter the ratios or relationship
Change the colours
Place elements within the clear space
The Mobius symbol can be used on its own in some instances. Its primary function will be as a favicon, an app icon or a symbol online or where space is limited.
Mobius symbol
Negative
Maximum contrast should be achieved by using the negative symbol on dark backgrounds.
Positive
Maximum contrast should be achieved by using the positive symbol on light backgrounds.
Symbol colourway
Our symbol is available in full colour, positive and negative versions.
Symbol use case
Digital example
Favicon, an app icon or a symbol online or where space is limited.
Print example
As a high-end stamp in print collateral.
Negative logo to provide greater contrast on brand textures and dark backgrounds
Follow the examples below for indication of when and where to use our logos.
Use cases
Full colour to be used across all communcations with white or light background
Negative logo used on photography
Positive logo used to be complementary and less standout.
1. Logo versions 2. Logo colourways 3. Logo colourways: Single colour logo 4. Logo colourways: Use cases 5. Best practice
6. Best practice: Logo clear space 7. Best practice: Logo minimum sizes 8. Best practice: Logo positioning 9. Improper use 10. Mobius symbol 11. Animated logo 12. Example overview
Our animated logo adds movement to our mobius strip and enhances the qualities of a three-dimensional yet static form. It should be used for hero moments in digital communications and video content.
Animated logo
Animated logo colourways
Positive logo on Core White
Core White on Primary Dark Purple
Example overview
Core White on Core Purple
Access our logo file formats
Our Colour
Our colour palette consists of four groupings: Core, primary, secondary and neutral. Our core colours make sure every communication is clearly Grant Thornton and provides the foundation for our brand. Primary colours provide vibrant brand recognition and are contemporary in tone. Secondary colours add expression, warmth and flexibility. Neutral colours create soft and clean backgrounds in digital and print.
Our core palette brings recognition and familiarity to our brand. Below are the exact values of each colour. For consistency in our brand, these values must be applied across all our communications and designs.
Core palette
HEX #ffffff RGB 255 255 255 CMYK 0 0 0 0
Core White
HEX #4f2d7f RGB 79 45 127 CMYK 82 100 0 12 Pantone 268 C RAL 310 30 40
Core Purple
Core White and Core Purple should be used on all brand assets to help maintain recognition.
Core usage
Our secondary palette is used sparingly across brand assets such as textures, gradient backgrounds, graphs and typography.
Secondary palette
Secondary colours combine with our core and primary colours to add expression, warmth and flexibility. Below are examples of how we can dial up the combinations in various ways.
Secondary palette usage
HEX #ff5149 RGB 255 81 73 CMYK 0 82 80 0 Pantone 7417 C RAL 3024
HEX #ffc23d RGB 255 194 61 CMYK 0 25 100 0 Pantone 7549 C RAL 1021
Yellow
HEX #00a4b3 RGB 0 164 179 CMYK 81 0 22 0 Pantone 7711 C RAL 210 60 40
Teal
Coral
Within our palette we have a neutral greyscale palette which offers neutral backgrounds in digital and print.
Neutrals
Follow the examples below for suitable usage of our neutral palette.
Neutrals usage
It is crucial we maintain legibility within our brand communications and that our websites meet WCAG AA standards. Only use these colour combinations when using text and colour in our brand. *To remain compliant, large text is defined as 14 point (typically 18.66px)
Colour accessibility
Core Purple and Core White are our main brand colours and provide the dominant colour impression overall. Secondary colours support to provide warmth and distinction. The example below gives an indication of how our overall brand colour should appear on a whole.
Colour usage
75% Core & Primary colour
25% Secondary colour
Core
Primary
Large text Core White AAA Bright Purple AA Teal AA Yellow AAA Coral AA
Small text Core White AAA Yellow AA
Large text Core Purple AAA Bright Purple AA Black AAA Teal AA Coral AA
Small text Core Purple AAA Black AAA
Large text Core White AAA Bright Purple AAA Teal AAA Yellow AAA Coral AAA
Small text Core White AAA Bright Purple AA Teal AA
White AAA Yellow AA
Yellow AAA Coral AAA
Across our material we can use gradient backgrounds – a transition from Core Purple to a primary or secondary colour to add warmth and depth. Consider the use of gradients carefully, ensuring it is used primarily for backgrounds and sparingly within our materials for other graphical elements.
Gradients
When constructing the gradient background, the prominent colour should always be Core Purple with one addtional colour. These gradients are always at a positioning of 45 degrees. Follow the examples below for construction and correct colour combinations.
Gradient construction
Dark Purple
Bright Purple
This diagram shows how the gradient has been created in Illustrator. This principle can be applied to any required recreation of the gradient in an Adobe application. For general backgrounds, we recommend accent collour to core purple, but this can be reversed if legibility becomes an issue.
Location 100%
Location 20%
Set this location percentage in the Illustrator gradient swatch
Secondary
Neutral
Large text Black AAA Core Purple AAA Bright Purple AA
Small text Black AAA Core Purple AAA Bright Purple AA
HEX #ccc4bd RGB 204 196 189 CMYK 20 18 22 2 Pantone Warm Grey 3 C RAL 7032
Dark Grey
HEX #e0dcd7 RGB 224 220 215 CMYK 6 7 9 12 Pantone Warm Grey 2 C RAL 9002
Mid Grey
HEX #f2f0ee RGB 242 240 238 CMYK 6 2 4 0 Pantone Warm Grey 1 C RAL 9001
Light Grey
6. Secondary palette usage 7. Neutrals 8. Neutrals usage 9. Colour accessibility 10. Gradients
1. Colour usage 2. Core palette 3. Primary palette 4. Core & primary palette usage 5. Secondary palette
Primary colours provide vibrant brand recognition and are contemporary in tone.
Primary palette
HEX #2b144d RGB 43 20 77 CMYK 97 100 0 36 Pantone 274 C RAL 310 20 30
HEX #a06dff RGB 160 109 255 CMYK 58 64 0 0 Pantone 265 C RAL 300 50 40
We can combine core colours with Dark Purple and Bright Purple in different ways giving us flexibility to create varied experiences.
Primary usage
To aid legibility in a digital space we have a single use digital text link colour. Refer to the digital guidelines for this specific usage of inline text links and CTAs by contacting Beth Woolveridge
Digital text link colour
Discover what we found →
To create depth and variation in web touchpoints we can use incremental tints of our colour palette. The tints should only be used in web or digital product applications for backgrounds and should not be used for any other purpose in the brand. If you are developing a digital application or microsite etc, refer to our global digital guidelines for colour tint references, available through Beth Woolveridge, Global digital director.
Digital colour tints
Our typography
Typography conveys our messages in a strong, consistent way, with a unique personality.
This font is available in a variety of weights and should be used across all digital and marketing applications. We use the weights shown below for headlines, titles, subheadings, body copy and quotes.
Weights
We combine our typefaces and font weights to create a clear hierarchy and contrast within our typographic system. Not all headline levels need to be used in a single document/piece. Use a number of hierarchy levels that feel proportional and appropriate.
Hierarchy
To aid consistency and legibility follow the tracking and leading examples below.
Tracking & leading
Tracking
Leading
We have defined clear typographic rules which make it easy to create layouts and typesetting.
We typeset our layout either left aligned or centre aligned.
Alignment
Left aligned
Centre aligned
We can create emphasis in headlines level 2 & 3 by combining GT Walsheim Light and GT Walsheim Bold. This creates visual distinction and helps highlight important words or phrases.
Emphasis
We use colour and gradients with purpose to highlight words or phrases in headlines 1, 2 & 3. Refer to the Colour accessibility section of the guidelines for further colour combinations.
Highlight
We can create indents in our headlines and as standalone statements to create a sense of movement and motion.
Indents
Our fallback font is Arial. It is used when our brand fonts are not available or cannot be used due to system or licensing limitations such as emails, Microsoft Office files or editable files shared with third parties.
Fallback font
Follow the steps below for best practice when creating indents in headline and hero statements.
Indent construction
Step 1:
For indent headlines, aim to create headlines over two lines with similar line width.
Step 2:
Offset the second line and aim to create balance by centre aligning the headline.
We use one font, GT Walsheim, to represent our brand. This font is clean, bold, direct and clear, and is a digital first typeface.
GT Walsheim
We can express our typographic system in four separate ways. Standard, emphasis, highlight and indent expressions allow us to tailor our voice to particular messages and audiences.
Creating expression
Standard typography is our baseline in all communications and makes up a majority of our overall typographic expression. We combine our typefaces and font weights to create standard expressions, to be clear and concise with information.
Standard
1. GT Walsheim 2. Weights 3. Hierarchy 4. Best practice 5. Creating expression
6. Standard 7. Emphasis 8. Highlight 9. Indents
Download fonts from BrandCentral
Our photography
Photography brings warmth and builds an emotional connection to our people, relationships, clients, communities and Go Beyond.
To make sure our photography is on brand, we use three basic principles when sourcing imagery from stock libraries or when commissioning a photoshoot. To assist with tonal adjustments, you can download our Photoshop action scripts below.
Photography principles
Our core brand photography features people candidly interacting in a workplace environment. These images capture the essence of people we encounter, from employees to clients and beyond.
1. From left to right
2. Diagonally from the bottom left to the top right
3. Forward, from bottom to top
Go Beyond principles
Images should feel aspirational and have a sense of direction. Direction angle can vary depending on the image as shown below:
Warm
The overall colour of imagery is warm, not cool. Warm tones are more positive and relatable.
Imagery is not over-saturated. Colour is toned-back, realistic and human.
Even
Tones of imagery are neither highly contrasted nor washed out. Photography should have an even balance of light levels.
Natural
It is important our photography captures the essence of the people we encounter, from employees to clients and beyond. Follow the examples below to help convey the broader, human qualities of our brand and the communities we serve.
Subject matter
Industry
Our industry photography represents our diverse set of clients, the extent of industries we work with and our valued expertise in different industries.
Our ‘Go Beyond’ category includes a variety of images either aspirational or industry related all with a common sense of direction. These images should not be people focused.
When sourcing or commissioning photography, we should avoid the examples seen below.
Photography improper use
When featuring people, images should feel candid and natural. Subjects should not appear to be posing.
Duotone and colour effects applied.
Poor crop, cutting off subjects and the focus of an image.
1. Photography principles 2. Subject matter 3. Subject matter: Core 4. Subject matter: Industry 5. Subject matter: Go Beyond
6. Improper use
Download Photoshop Action scripts
With help from our grid and layout system we can create simple, clear and balanced layouts in our communications.
Our layouts are built on a 12x12 grid, which allows us to create digital and print layouts in a varied but consistent way.
Grid system
Our margins are defined by taking the smallest side of a document and dividing by 18. Our gutters are 50% of our margin size.
Margins and Gutters
Margins
Gutters
For smaller applications the grid can reduce down to 4x4 or 3x3. This is to accommodate a small footprint with multiple elements in play.
Small scale grid
4x4
3x3
We have two approaches to our layout system: holding shape and cropped holding shape. These two approaches allow our communications to be simple and informative, expressing our brand in varied but recognisable way.
Layout system
The width and height of the holding shape are flexible depending on the communication.
Holding shape size
Landscape
Portrait
When constructing the holding shape, we use consistent radius measurement and positioning.
Holding shape construction
Holding shape
Cropped holding shape
Radius amount
The radius of the large, curved corner is calculated by taking 1/3 of width of the shape. The remaining 3 corners are 1/16 of the width of the shape.
Positioning
The radius can be applied to any corner of the shape.
Text container
Image container
Our holding shape margins help us position typography and create compositions with ease.
Holding shape margins
Anchored to page margins
Internal margin
When we use the holding shape as a text container, we recommend creating an internal margin 60% of the page margin.
The holding shape works best anchored to a page margin.
Fill colour at 70% opacity
Keyline
Fill colour
The holding shape has three styles when we combine with typography.
Only used over photography in either Core Purple or Core White.
When recreating the keyline container shape across different scales, aim to match general the stroke width seen below.
Keyline usage
We can combine the holding shapes in compositions to create depth and variety.
Multiple holding shapes
Layering text container keyline + image container
Layering text container + image container
Follow the examples below for what to avoid when recreating holding shapes. Do NOT;
Holding shape improper use
Alter radius rules
Crop holding shape
We can combine both text and imagery with the holding shape.
Extreme stroke width
Add keyline to fill colour style
The width and height of the cropped holding shape are flexible depending on the communication.
Cropped holding shape size
When constructing the cropped holding shape, we use consistent radius measurement and positioning.
Cropped holding shape construction
The radius of the large curved corner is calculated by taking 1/3 of width of the shape.
Radius positioning
The radius is applied to one corner of the shape.
The cropped holding shape is solely used as an image container.
As a general guide, portrait orientation uses a four-column logo and landscape uses a three-column logo, though overall page size may affect your choice.
Logo and grid
When using a smaller grid we can create optical margins and gutters, which are more appropriate to the size and medium of communication.
Small scale margins and gutters
Half banner 234 x 60 px
Medium rectangle 360 x 250 px
Large mobile banner 320 x 100 px
Our grid allows us place brand elements on consistent hang heights, producing a consistent and considered feel to layouts.
Using our grid
1. Grid system 2. Grid system: Margins and gutters 3. Grid system: Small scale grid 4. Logo and grid 5. Using our grid 6. Layout system 7. Holding shape 8. Holding shape: Construction
9. Holding shape: Styles 10. Holding shape: Improper use 11. Cropped holding shape 12. Cropped holding shape: Construction
Our graphic textures help us express moments of expansion, interconnecting and direction to further the idea of ‘Go Beyond’.
Gradient textures allow the brand to visually own a space, helping us stay on brand when imagery isn’t appropriate.
Gradient
Dimensional
We can use three different variations of the textures, which allows for flexibility for the content we create and gives us the ability to tell our story in multiple ways.
Texture versions
The gradient textures come in six distinct colourways. This allows us to create variation in the brand while always being rooted in our Core Purple.
Core and primary colourways
Primary Bright Purple
Secondary colours combine with Core Purple to add expression and warmth in textures. Neutral offers a calmer backdrop in communications.
Secondary colourways
The gradient asset is available as a master AI file and PNG format files in RGB and CMYK. The gradient textures are built from three distinct layers to create an ownable brand asset. Constructed in Adobe Illustrator the assets are made up of a colour background, opaque layered vectors and a solid gradient vector.
Gradient asset
The gradient textures have a range allowing the brand to adjust its tone for different audiences and needs.
Gradient texture range
Each texture can be cropped, scaled and rotated on a 90-degree angle dependant on the communications audience, format, message, etc.
Using the asset
Select the desired gradient texture asset.
Select the correct format and an area of one of our gradient textures. When finding an area we are able to scale and rotate on a 90-degree angle to find the right moment.
Step 3:
Crop the area.
Step 4:
Add the desired brand elements.
Optional step:
For wider crops of the texture we can match artboard backgrounds to the background colour of our textures.
To maintain visual balance and overall tone of our brand we suggest the following usage examples seen below. These examples are a guide to maintaining the correct implementation of the textures and to ensure we don't overuse certain assets.
Texture usage
The gradient textures are fixed assets and should not be altered in any way. The examples below show what not to do.
Rotate
Stretch the asset
Crop into block colour
Our gradient textures in motion can create immersive on screen experiences such as sign offs, transitions and moving backgrounds
Gradient motion
Keyline textures are the simplest expression of the brand – but offer a range of flexibility for communcations which require calmer moments.
The keyline asset is available as a master AI file and PNG format files in RGB and CMYK.
Keyline asset
The keyline textures come in four colourways.
Keyline colorways
Core white + Core Purple
Core white + Bright Purple
Core Purple + White
Core Purple + Bright Purple
The keyline textures have a range allowing the brand to adjust its tone for different audiences and needs.
Keyline texture range
Select the desired keyline texture asset.
Select the correct format and an area of one of our keyline textures. When finding an area we are able to scale and rotate on a 90-degree angle to find the right moment.
PLACEHOLDER
The graphic textures are fixed assets and should not be altered in any way. The examples below show what not to do.
Redrawing the asset
The gradient textures range in expression and flexibility allowing for both subtle and expressive usage throughout the brand.
Keyline textures offer calmer communications which allows messaging or photography to be the focus point.
Our keyline textures in motion can create immersive on screen experiences such as sign offs, transitions and moving backgrounds
Keyline motion
The keyline motion textures come in four colourways.
Keyline motion colorways
The motion assets are available as MP4 files in the following formats:
Keyline motion assets
9:16 ratio
16:9
16:9 close crop
Square
The assets are available as PNG format files in RGB and CMYK.
Dimensional asset
The graphic textures have a range allowing the brand to adjust its tone for different audiences and needs.
Dimensional texture range
Creating close crops
Each texture can be cropped, scaled and rotated on a 90 degree angle dependant on the communications audience, format, message, etc.
Select the desired graphic texture asset.
Select the correct format and an area of one of our graphic textures. When finding an area we are able to scale and rotate on a 90 degree angle to find the right moment.
When cropping and selecting an area of one of our keyline textures, we can achieve a range of expression from the scale we crop the textures. Below are examples to consider when using the asset.
Range of crops
Wide crop
Mid crop
Close crop
Directional crop
Overview of assets
When cropping and selecting an area of one of our gradient textures, we can achieve a range of expression from the scale we crop the textures. Below are examples to consider when using the asset.
Gradient motion assets
The gradient motion assets come in six distinct colourways.
When cropping and selecting an area of one of our dimensional textures, we can achieve a range of expression from the scale we crop the textures. Below are examples to consider when using the asset.
Dimensional motion assets
Our dimensional textures in motion can create immersive on screen experiences such as sign offs, transitions and moving backgrounds
Dimensional motion
Our dimensional textures bring our visual concepts to life in a spatial sense.
Dimensional textures offer a visually rich and impactful backdrop for when we want a bold brand statement. Therefore, these are to be used sparingly for hero applications in print and digital.
1. Texture versions & usage 2. Gradient 3. Gradient: Using the asset 4. Gradient: Range of crops 5. Gradient: Improper use 6. Gradient motion 7. Keyline 8. Keyline: Using the asset
9. Keyline: Range of crops 10. Keyline: Improper use 11. Keyline motion 12. Dimensional 13. Dimensional: Using the asset 14. Dimensional: Range of crops 15. Dimensional: Improper use 16. Dimensional motion
Colour background
Opaque layered vectors
Solid gradient vector
When the PNG asset isn’t appropriate for particular communications we can adjust the scale of the master AI file. Aim to match the general stroke width seen below when scaling the master file.
Scaling AI master file
We can make our imagery unique and create visual stand out by using two different treatments, a graphic treatment and a keyline treatment.
Our treatment styles are complementary to our brand images. They can support content, help create interest and allow the brand to easily own imagery.
Treatment styles
Solid gradient treatment is combined with imagery to create clear space for other brand elements such as typography or to divide layouts.
Solid gradient treatment
The graphic treatment is available in three styles, solid graphic, overlay graphic and subtle overlay graphic.
Gradient treatment
Overlay gradient treatment
Subtle overlay gradient treatment
Solid gradient treatment usage
Keyline treatment
Each gradient treatment can be cropped, scaled and rotated on a 90-degree angle dependant on the communications audience, format, message, etc.
Using the assets
Select the gradient graphic treatment asset.
Select the correct format and an area of one of our gradient treatments. When finding an area we are able to scale and rotate on a 90-degree angle to find the right moment.
Overlay gradient treatment compliments imagery with an opaque effect. This enables the ability to hold typography and own sections of imagery.
Keyline treatments are applied over images to create interest and allow the brand to easily own imagery, in a subtle and recessive style.
The keyline treatment assets are png format files to be placed over imagery in any suitable design software.
Keyline treatment assets
The treatment is available in Core White and Core Purple.
Keyline treatment colourways
Each keyline treatment asset can be cropped, scaled and rotated on a 90-degree angle dependant on the communications audience, format, message, etc.
Select the desired keyline treatment asset.
Select the correct format and an area of one of our keyline treatments. When finding an area we are able to scale and rotate on a 90-degree angle to find the right moment.
The keyline treatment helps make our imagery unique but also can create focus and a sense of direction.
Usage
The gradient treatments are fixed assets and should not be altered in any way. The examples below show what not to do.
Use without imagery
Crop into single colour
The examples below show what not to do when combining with imagery.
Avoid obstructing subjects faces
Avoid placing on top of busy/complex images.
Alter stroke width
Core White keyline
Core Purple keyline
Creating focus
Creating direction
Overlay gradient treatment usage
Holding type
Owning imagery
Subtle overlay gradient treatment can flood larger amounts of an image. This gives a greater brand impression while retaining the images context.
Subtle overlay gradient treatment usage
Owning whole images
Owning sections of imagery
The gradient treatment assets are png format files to be placed over imagery in any suitable design software.
Gradient treatment assets
Stretch or skew the asset
Creating dividers
1. Treatment styles 2. Gradient treatment 3. Gradient treatment: Solid gradient treatment 4. Graphic treatment: Overlay gradient treatment 5. Graphic treatment: Subtle overlay gradient treatment
6. Using the asset 7. Keyline treatment 8. Using the assets 9. Usage
The iconography style originates in the outline version of our Mobius. This shape informs icons’ interior proportions and line weight. These simplified forms improve scalability and clarity of meaning, while the interior spacing promotes legibility. The rounded edges and end caps enhance the icons approachability and connection to the Mobius.
1. Subject matter 2. Colour use 3. Colour use: Solid colour 4. Colour use: Gradient colour 5. Isotypes
Iconography is figurative, functional and informative, conveying ideas rather than abstract, illustrated forms. Icons can have multiple meanings for use in different contexts. For example, a ship may denote that specific, tangible object (a ship to represent a ship), or it may express broader topics with simple, visual metaphors (a ship to represent maritime trade). All icons are available through Brand Central.
Icons can be used in the following colourways.
Colour use
Solid colour
Gradient colour
The icons are available in all core, primary and secondary colours. Only use the colour combination seen below to maintain legibility.
We can recolour icons to gradient colour for greater impact in communications. This treatment should be used sparingly and follow the gradient combinations and combinations outlined in the colour section. Only use the colour combination seen below to maintain legibility.
The only instances in which icons may be used without the outer, bounding circle are as components in isotype charts (demonstrating percentages) and as category identifiers in pie charts. Only icons depicting objects should be used as isotypes.
Isotypes
Spacing detail
An icon’s original bounding circle dictates how far icons should be spaced within an isotype chart.
Isotype chart
Use isotypes for percentage charts, not as bar charts.
Hollow pie chart
In hollow pie charts, the diameter of the chart circle is 2x that of the icon’s bounding circle. The chart’s stroke weight is 3x that of the icon’s stroke.
The examples below show what not to do when using icons. Do NOT;
Fill icon colour
Combine icons to form illustration
Edit rounded circle
Fill rounded circle
Edit solid colours
1. Strategy 2. Logo 3. Colour 4. Typography 5. Photography
Go Beyond is our global brand strategy. It encapsulates what we stand for, what differentiates us and sits at the heart of our business, inspiring & influencing everything we do. We go beyond business as usual to deliver a different experience. More personal, agile and proactive. We challenge conventions to find better solutions. So our people, clients and communities can positively shape tomorrow.
Our logo is at the heart of our visual identity. It should be present on all our branded communications, products and services. The symbol is the Mobius strip. It's interconnectedness represents us and our clients, and us and our people.
Full colour to be used across all communications with white or light background.
Full colour version
Negative logo to provide greater contrast on brand textures and dark backgrounds. Positive logo used to be complementary and less standout.
Negative and positive version
In primary use-cases, the GT logo should always be positioned inside the top and left margins of a layout
Clear space
Our colour palette consists of four groupings: Core, primary, secondary and neutral.
Colour values are fixed assets and should not be altered.
HEX #4f2d7f RGB 79 45 127
HEX #a06dff RGB 160 109 255
HEX #00a4b3 RGB 0 164 179
HEX #ffc23d RGB 255 194 61
HEX #ff5149 RGB 255 81 73
HEX #ccc4bd RGB 204 196 189
HEX #e0dcd7 RGB 224 220 215
HEX #2b144d RGB 43 20 77
Core Purple and Core White are our main brand colours and provide the dominant colour impression overall. Secondary colours support to provide warmth and distinction. The example above gives an indication of how our overall brand colour should appear on a whole.
It is crucial we maintain legibility within our brand communications and that our websites meet WCAG AA standards. Only these colour combinations when using text and colour in our brand. *To remain compliant, large text is defined as 14 point (typically 18.66px)
Accessibility
Large text Core White AAA Bright Purple AA Teal AA Yellow AAA
Large text Core Purple AAA Bright Purple AA Black AAA
Teal AA Coral AA
Large text Core White AAA Bright Purple AAA Teal AAA
Small text Core White AAA Bright Purple AA Teal AA Yellow AAA Coral AAA
Coral AA
We use GT Walsheim, across all digital and marketing applications. This font is available in Light, Regular, Medium, Bold and Black weights. Follow the examples below for best practice usage.
This font is available in Light, Regular, Medium, Bold and Black weights.
To aid consistency and legibility follow the leading example above.
We can express our typographic system in four seperate ways. Standard, emphasis, highlight and indent expressions allow us to tailor our voice to particular messages and audiences.
Expression
Photography brings warmth and builds an emotional connection to our people, relationships, clients, communities and Go Beyond. To make sure our photography is on brand, we use three basic principles when sourcing imagery from stock libraries or when commissioning a photoshoot:
Using the grid
The cropped holding shape is solely used as a image container.
Graphic
The graphic textures range in expression and flexibility allowing for both subtle and expressive usage throughout the brand.
Solid graphic treatment can create clear space in communications to hold typography.
Iconography is figurative, functional and informative, conveying ideas rather than abstract, illustrated forms. Icons can have multiple meanings for use in different contexts in our brand.
Iconography is figurative, functional and informative, conveying ideas rather than abstract, illustrated forms. Icons can have multiple meanings for use in different contexts.
The icons are availble in all core, primary and secondary colours.
We can recolour icons to gradient colour for greater impact in communications. This treatment should be used sparingly and follow the gradient combinations and combinations outlined in the colour section.
We care about people and reliationships
6. Grid & layout 7. Graphic textures 8. Photography treatment 9. Iconography
Motion
Video
Mobile applications
Social media
Event and Keynote presentations
Out of Home Advertising
Website
The Mobius symbol can be used on its own across all social communications. Its primary function is a avatar and a small scale stamp in our social posts.
1. Understanding our social posts 2. Element overview 3. Mobius symbol 4. Grid 5. Colour
6. Typography 7. Photography 8. Graphic textures 9. Layout 10. Photography treatment 11. Iconography
Social posts
We use the symbol as a stamp to clearly label communications as Grant Thornton.
Avatars
We use the symbol for small scale spaces such as social channel avatars.
Hierarchy examples
We can express our typographic system in different ways. These expressions allow us to tailor our voice to particular messages and audiences. Please refer to the Typography section for more information.
Type expression overview
Follow the examples below for how we can instil different levels of expression into our typographic system.
Type expression usage
When selecting imagery for social posts, it is important we follow these simple principles to make sure our content is clear and considered.
Social imagery principles
We can use our social posts to convey content such as event cards, speaker profiles, quote cards, milestones and hiring posts.
Understanding our social posts
The templates are available across three formats of landscape, portrait and square.
Overview of formats
Maximum contrast should be achieved by using the negative symbol on dark backgrounds and images.
To be used on all social channel avatars.
We can use our symbol in our social media avatars, and as a consistent stamp of our brand in posts.
Symbol usage
Placement
In landscape and square formats, we ensure the symbol is placed on the bottom right of applications.
Symbol placement and sizing
Sizing
We use the 12x12 grid to determine the size of our symbol. In landscape formats, our symbol sizing is the width of one column. For square and portrait formats, our symbol sizing is the width of two columns. Please refer to Grid and layout for correct grid uses.
We use a blur backdrop behind the symbol, when placed over full bleed imagery to maintain the impact of a our mobius symbol.
Symbol and imagery
We typeset our social posts either left aligned, aligned left centre or centre aligned.
Aligned left centre
To create clear and digestible content on social media we use a typographic hierachy system to create proportional and appropiate posts.
Hierachy
We can create emphasis in headlines by combining GT Walsheim Light and GT Walsheim Bold. This creates visual distinction and helps highlight important words or phrases in social posts.
Standard typography is our baseline in all social posts, we combine our font weights to create standard expressions, to be clear and concise with information.
We use colour and gradients with purpose to highlight words or phrases in headlines. Refer to the Colour accessibility section of the guidelines for further colour combinations.
We can use photography to bring warmth, and to build emotional connections to our social posts. Please refer to the brand guidance on photography use in the Photography section.
Aim to select images which have a clear focus and depth of field. Additionally, we can scale and crop the appropriate image to suit the format and overall layout of the post.
When pairing typography with full-bleed imagery, it is important to select images which have clear space to accommodate typographic content. This is to maintain clarity and accessibility in our content.
We can use graphic textures to create more expression in our social applications and offer a backdrop to pair typography with.
We can use two variations of the textures in social posts.
Gradient textures allow the brand to visually own a space, helping us stay on brand when imagery isn’t appropriate in social posts.
Keyline textures are the simplest expression of the brand – but offer a range of flexibility for posts which require calmer moments.
Layout
Our layout system creates simple, clear and balanced layouts across our social formats.
For simple and informative layouts we use a text container and cropped holding shape in social posts.
Layout options
The text container has three styles when we combine with photography.
Text container styles
H1 Bold
Alternate subhead
Alternate caps subhead
When cropping and selecting an area of one of our textures, we can achieve a range of expression from the scale we crop the textures. Below are examples to consider when cropping the asset for our social media formats. For further cropping guidance refer to the Graphic textures section.
Our landscape formats can be used for Linkedin, Twitter and Facebook posts for communications such as event cards, virtual events, icon cards, speaker profiles, hiring posts and company milestones.
Our portrait formats can be used for Instagram story posts for communications such as event cards, speaker profiles, hiring posts and company milestones.
Format usage
Our square formats can be used for Instagram and Facebook posts for communications such as event cards, virtual events, speaker profiles, important days, hiring posts and company milestones.
Our social format layouts are built on a 12x12 grid.
Grid
The textures are used as backdrops and are combined with typography to offer clear space for typographic content.
Only used over photography with clear space.
The graphic treatment is available in three styles, solid graphic, overlay graphic and subtle overlay graphic. Refer to the Photography treatment for further guidance.
Creating subtle texture
Follow the examples below for best practice when using our photography treatments in social media.
When using photography in social posts, we can introduce treatments to make our photography content more ownable and standout.
H3 Regular
Colour brings recognition and familiarity to our social channels. Refer to the Colour section for further guidance.
Solid colour backgrounds
We use either Core White or Core Purple for colour backgrounds.
Gradient colour backgrounds
Gradient backgrounds bring warmth and a contemporary tone to our backgrounds.
The example below gives an indication of how we should use colour throughout our posts.
Iconography can help us be figurative, functional and informative in our social posts.
Iconography usage
Adding detail
Adding expression
Our templates are made up of four files consisting of type with: Background colours and gradients, Background graphic textures, Container shapes and Photography treatments.
Overview of social templates
Type with colour and gradients
Type and background graphic textures
Type and container shapes
Type and photography treatment
1920 x 1003 px
1080 x 1350 px
1080 x 1920 px
Our social posts are made up of nine brand elements working together to create cohesion, consistency and flexibility across our social channels.
Element overview
Our gradient textures in motion can create immersive moving backgrounds in social posts. Refer to the Graphic textures section for further guidance. The motion assets are available as MP4 files in the following formats:
Graphic texture motion assets
The examples below give an idea of how we can combine multiple levels in our typographic system.
For a post that requires a call to action, we use the inline subhead bold type style within a holding shape to draw attention. Follow the principles below for best practice.
Call to action
Construction
Aim to create ample space around the text, by using the text height as a guide for the height of the container. The length of the container is measured optically.
To draw attention and maintain legibility within posts use the colour combinations above for call to actions.
The call to action is left-aligned and can be positioned anywhere on the left-hand side margin depending on the content.
