Branding

Partner Content vs. editorial branding

Partner Content takes the lead from the FT brand in terms of look and feel, but with clear labelling and design guidelines to ensure users can differentiate from FT journalism. As part of this, advertisers will not be able to use the following in their campaign assets:

  • FT pink, or confusingly similar to FT Pink

  • Any of the other colours associated with our core brand, or editorial content (please refer to our registry here)

  • Financier, Georgia, or any fonts confusingly similar

We reserve the right to reject proposed colours and may ask clients to change these.

Advertiser branding

Thought leadership and journalist led content achieves an average scroll depth of 72%. For comparison, brand or product led content averages 66%, demonstrating lower engagement when considering scroll depth as a proxy.

One means of ensuring that the user views this content as journalism/thought leadership is to minimise the presence of client branding on a page. Conversely, heavily branded content can often turn off users, effectively removing our chance to put additional content in front of them that they might have found valuable.

We recommend that the branding of the page be either native to the Partner Content label, or neutral. Advertisers branding is allowed as per guidelines below.

Fonts

Due to licensing concerns and compatibility reasons, we strongly recommend the use of open source webfonts, preferably from Google.

In the interest of ensuring a native look and feel, the use of client fonts—or fonts that are too similar—is not allowed.

Please see the example outlining what would be deemed an appropriate advertiser font alternative.

Colours

Advertisers’ own brand colours can be used sparingly, and should be the least prominent in a colour palette.

2 colour palette example

3 colour palette example

4 colour palette example

Design systems and UI kits

No use of elements from the advertiser’s own website’s design system is allowed.