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2020 Brand Assets

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Brand Assets
Tone of Voice
Social Media Guide
Email Guidelines

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Brand Guidelines
Web Guidelines

This is the protected section of our brand guidelines, to be used by our agencies and partners.

If you need further assistance, please contact Laura Perrott, - Global Director Digital and Brand or Hannah Davies, - Brand Marketing Executive.

Brand Assets

Our Colt assets are available to download below. Please ensure these assets are used appropriately and within our brand guidelines. The Colt brand is copyrighted and all of the assets below can only be used with written permission from Colt employees.


[wpmedia_list folder="Colt Assets - Public"]

Brand platform

[wpmedia_list folder="Colt Brand Platform 2019"]


[wpmedia_list folder="Logos"]


[wpmedia_list folder="Icons"]


[wpmedia_list folder="Photography New" search="true"]


[wpmedia_list folder="Templates-2017"]


[wpmedia_list folder="root" folder="Videos"]

Tone of voice

[wpmedia_list folder="Tone of Voice 2019"]

For more information see below

Tone of voice

Our brand influences everything we do and that includes the way we speak and write. We all need to write in a way that’s personal, confident and distinctive.

And just as we all use our visual brand identity, we all need to speak with the same tone of voice. That means you.

We all write for Colt – including agencies. Whether you’re writing an internal email to your team, a proposal, a big customer presentation, content for Colt Online or a customer email. It all shapes the way we come across.

We are...


We think like our reader.

Write like you speak - keep it professional, but write as if you were speaking to the person.

We focus on what they want.

How does personal sound?

  • Make it human. Say ‘we did this’ or ‘you can benefit from’ rather than ‘Colt did this’ or ‘the customer can benefit from...’
  • Don’t just talk about us, or focus purely on products. Talk about how we’re helping our customers do brilliant things.
  • It’s okay to use contractions (can’t, we’ve).
  • Think about how our story fits with the audiences’ interests – fit our story to theirs rather than the other way around.
  • Think about the expertise of your audience – don’t talk technical unless it’s appropriate


We’re clear and consistent.

We get to the point quickly and explain things simply.

How does confident sound?

  • Cut the waffle. Get to the point.
  • Use normal not formal language.
  • Avoid unnecessary jargon and explain acronyms.
  • Don’t say things like “we hope to”, “we plan to” – say “we will”.
  • Don’t use ten words, when three will do.
  • Use the active voice when writing; avoid passive verbs.
  • Keep sentences and paragraphs short e.g. 5-10 word sentences and 150 word paragraphs as a guide.


We stand out.

We do things differently and that’s what sets us apart.

We need to reflect that personality in our writing.

How does distinctive sound?

  • Use storytelling to engage with our readers – a compelling narrative is much more interesting than listing facts and figures.
  • Don’t just tell your reader that something is happening – tell them why and link it to the bigger picture.
  • If there’s an opportunity to express a point of view (in line with the Colt view) then don’t shy away.
  • Give it personality. This could be an unusual word or phrase, an opinion, a question, rhythm or repetition.
  • You can dial this principle up and down, using your judgement of your audience.

Talking about Colt on social media

  • When talking about Colt on personal social media channels you should keep your own personality and tone of voice.
  • The posts here show how people have posted news from Colt, while adding their own personality and style.
  • Add your own view on a topic or event, or write something specific to your followers and subscribers.
  • When posting about Colt on social media don’t:
  • Talk politics
  • Share confidential information
  • Discuss funding and business results
  • Talk negatively about customers or suppliers
  • Find our social media guidelines here

Some common words and phrases

At Colt we have words and phrases we use more than others.

It’s important we use them consistently.

Colt IQ Network All capitalised, no hyphen. We don't abbreviate to IQNet. SD WAN Capitalised, no hyphen
High bandwidth No hyphen Customer oriented Two words, no hyphen. Oriented, not orientated.
Data centre
Two words Real-time
With a hyphen
PrizmNet One word, capital N On net Two words, no hyphen
Off net Two words, no hyphen Colt owned Two words, hyphen
On Demand services Capitalised first two words, when referring to Colt's On Demand product on-demand When referring to the concept - lower case and hyphenated
Subsea One word, no hyphen Low latency No hyphen

Tips for writing

We think like our reader

  • Think about why you are writing for. What are they thinking about? What are they interested in?
  • Write like you speak - keep it professional, but write as if you were speaking to a person
  • Make it human. Say 'we did this' or 'you can benefit from' rather than 'Colt did this' or 'the customer can benefit from...'

We're clear and

  • Get to the point. Watch for phrases like 'in order to' that add words without saying more
  • Don't say things like 'we hope to', 'we plan to' - say 'we will'
  • Don't use jargon

We stand out

  • Give your writing personality. This could be an unusual word or phrase, a question, rhythm or repetition
  • Be bold. If there's an opportunity to express a point of view (in line with the Colt view) then don't shy away
  • Use storytelling to engage with our readers - a compelling narrative is much more interesting than a list of facts and figures

Don't be a stranger.

These guidelines are here to help us all sound like Colt. They’ll help us come across as a trusted partner and stand out in a crowded market. But it will only work if you use it.

If there’s anything you’re unsure of, get in touch with our brand team. We’d love to help.

Email guidelines

To update your signature, follow these instructions. You can download the Colt logo here. 

Note: You will find a list of Colt’s registered addresses below. If your country address is not on the list, please contact your country administrator for the full details. 

For further guidance on anything brand related, please contact:
Hannah Davies 

The standard Colt template for email signatures looks like this:

Firstname Lastname
Job title
Colt Technology Services

DDI: +44 (0) 20 7039 1111 /  Mob: +44 (0) 1111 11 11 11 /
Colt Technology Services, Office address. 

Help reduce your carbon footprint | Think before you print. Registered in England and Wales, registered number 02452736, VAT number GB 645 4205 50

What not to do

  • Don’t use any other text colours except for black and Colt teal. 
  • Don’t use any other font apart from Arial. 
  • Don’t customise internal signatures except when using promotional banners approved by the Brand team. 
  • Don’t use other promotional banners not made for your email signature

What you can do

You can add a line of text if you particularly need to highlight or promote something internally, like the example below: 

Job title
Colt Technology Services

For more information on cyber security, please join our security blogs group and the security newsfeed on Workplace. 

NotePlease ensure this only applies to internal email signatures. 

Branded email templates

We use branded email signatures to highlight core messages or share promotions. 

Use our latest email signatures with their corresponding links to spread the word.

Here’s how: 

  1. Right click and save the image as a file 
  2. In Outlook follow the tabs: 1. ‘File’ > 2. ‘Options’> 3. ‘Mail’ > 4. select ‘HTML’ > 5. ‘Signature’ (Note: selecting HTML helps reduces email size)
  3. Include your chosen branded email signature by clicking on the photo icon. It should go beneath the office address and above the bottom line on carbon footprint.
  4. Make sure you hyperlink the inserted image with the relevant link – this means it will be clickable