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Employer brand guidelinesVersion 1.001A.S. Watson Employer Brand guidelinesContentsTone of voice guide Introduction 26 Principles 27 Language use 28 Examples 29 Brand toolkit Website 35 Environment 37 Interventions 38 Greetings cards 39Posters and pull up banner 40 Staff cards 41Press adverts 42Brochure 44Social media 45Our BrandIntroduction 02 Brand idea 05Our manifesto 06Brand elements Colour 08 Logo 09 Energy patterns 10 Photography 15Typeface 16Layout considerations 17Communicating retail 18Type in use 20Illustrated type 23Retail shapes 24These guidelines define the A.S. Watson employer brand. They are here to help us maintain consistency across our international markets.NB. LicensingImages throughout the guidelines are for reference purposes only.Please do not reproduce any images without obtaining the appropriate license.A.S. Watson Employer Brand guidelinesContents02A.S. Watson Employer Brand guidelinesOur brandWhy ‘Employer’ Brand? This brand establishes a market position for A.S. Watson as a great place to work and an award-winning retailer, across both Hong Kong and Europe. 03A.S. Watson Employer Brand guidelinesOur brandWhere does this brand live? The A.S. Watson Employer Brand is only to be used for Group-level communications. Any retail business units such as Superdrug or Watsons will continue to use their own branding for their employer brand communications, working with the HR teams on a case-by-case basis regarding alignment with our Employer Brand.Examples: • Superdrug is to use a Superdrug advert to recruit new store staff• Watsons is to use a Watsons advert to recruit for a warehouse manager• A.S. Watson would use the new employer branding to recruit an Accountant to join the team at Hutchison House04A.S. Watson Employer Brand guidelinesOur brandOur Employer Brand ideaBe part of more‘Be part of more’ is the idea that lies at the heart of our Employer Brand.You will see it as a strapline at the foot of all our communications – such as recruitment adverts – a reminder that working for A.S. Watson is a way to participate in something that means more than just a job.As you’ll see on the next page in our manifesto, ‘be part of more’ means many things. And we want our current and potential employees to know all about them. So if you’re writing, designing or speaking on behalf of our brand, make sure to bring our idea to life.N.B The company name and the words ‘Be part of more’ – our global employer brand strapline – should always be seen in English and not translated.These guidelines show English language comunications only.05A.S. Watson Employer Brand guidelinesOur brandMore is what we bring to life, every single day. More runs in our veins; a passion to go the extra mile for our customers. More shows the world we excel at what we do. More has set the standard since 1841 – and we’ve only just begu...