Digital banners

• Primary colour should be RAC Yellow
• Primary Background colour should be RAC Yellow
• Main text follows standards for Headlines as per digital standards (refer to Formatting)
• Main text should be stag sans bold
• No white text on yellow background
• Standard HTML5 banner Frame border should be 1px Deepest Diesel
• End frame must contain logo, intersecting beams and a single call to action
• Terms and conditions can act on roll over
• Banners can include use of graphics/ icons/ photography

Note

• Always supply a backup image in the event that the banner cannot display
• Stag Sans is not a web safe font, so it may be necessary to import .png images to Flash instead of using the type tool to ensure the font renders correctly

Copy

• Messages should be no longer than 18 words for entire animation
• Maximum of 9 words for end frame, to ensure the message is clear
• Text in end frame must stand alone, as previous copy may not have been read. Refer to end frame/single frame notes below
• Keep copy and messaging clear and concise. Don't over complicate the message
• Copy and call to action should relate to the landing page
• Refer to RAC Verbal Mechanical Standards and Tone of Voice Principles

End frame/single frame

• End frame is the most important, and must contain key message of the banner
• Must be “stand-alone” as a message, in the event the audience does not read the first frames
• Ts and Cs dependent on BU requirement. Recommended rollover background colour is white over white base, and yellow over yellow. Refer to dynamic templates below for reference
• RAC Logo must be present
• Call to action must be present

Banners together on the same page

• RAC logo must appear above the fold where possible
• Multiple flash banners that appear on one page should be designed to work together, but each element should have enough information to make sense on its own
• There should never be multiple business unit advertisements on the same page.