The Approved Code Scheme logo may only be used by organisations that are eligible to do so. For example, once a Code of Practice has been approved, the Code Sponsor (the organisation that operates the Code of Practice) may use the Approved Code Scheme logo in their communications. In addition, any businesses that have agreed to abide by an approved Code of Practice (i.e. Code Members) are free to use the logo in their marketing, provided it is used in accordance with the strict guidelines and licence conditions outlined here (and in their agreement with their Code Sponsor).
PLEASE NOTE : It is a criminal offence for non-Code Member businesses to falsely claim membership of the Approved Code Scheme, or display the Approved Code Logo (which may only be used in accordance with these guidelines and the licence conditions). Please report any infringements to: ccab@tsi.org.uk
Purpose of the Guidelines
These guidelines are for use by Code Sponsors and those businesses within their network who have agreed to abide by an Approved Code of Practice (known as Code Members), or by design agencies, events contractors, press or PR agencies working for the Approved Code Scheme, its Code Sponsors and Code Members. Standard-use logos are downloadable from this page (simply right-click on the logo and save it to your computer) - whereas, higher resolution versions can be obtained from the relevant Code Sponsor, in the first instance, or from the Consumer Codes Approval Board: ccab@tsi.org.uk.
Versions of the Logo
Illustrated below are different ways in which the Approved Code Scheme logo can be used, full colour, mono and reverse-out. Please ensure that the logo’s legibility is not compromised and are all equally visible against the background. We suggest that when placing the logo over a coloured background you use the reverse-out version. The full-colour logo works best on a white background but this is not compulsory provided appropriate contrast with the background can be maintained
Full-Colour (ACS Pink, Purple and Green on White Bg)
Mono (i.e. single colour) - Black
Reverse Out - White
Brand Elements
To ensure that the Approved Code Scheme logo is always accurately represented, online and in-print, there are a number of mandatory brand elements that must be adhered to at all times. These include maintenance of the correct colour palette and the use of appropriate spacing around the logo.
ACS Colour Palette
The Approved Code Scheme's new colour palette is based on the Chartered Trading Standards Institute's own brand colours - which have been lightened or darkened, to improve legibility in a wider variety of scenarios. The three colours and breakdowns that are used for the Approved Code Scheme logo are shown below. Black (and white) is also part of the palette when appearing in single colour (mono).
Clearance Area and Minimum Size
To ensure prominence and legibility, the Approved Code Scheme logo should always be surrounded by an area of clear space which remains free of other elements, such as type and imagery. The minimum area of clear space is defined by the red keyline containing the logo. The construction of the clear space is based on the CTSI logo and trademark. The clear space is the minimum and should be increased wherever possible.
The suggested minimum clearance space or 'exclusion zone' (i.e. ‘white space’) around the Approved Code Scheme logo is equivalent to the height of the letters in the APPROVED CODE part of the logo (in this example, the ‘A’). For example if this measures 10mm, the clearance should be no less than 10mm. Also, the minimum recommended size for the full Approved Code Scheme logo is 30mm wide.
Examples of Correct Usage
Here, we have provided examples of how the Approved Code Scheme logo may be used in a number of common applications - online and in print. For further guidance, please contact the Approved Code Scheme Operations Team, who will be more than happy to advise (or point you in the direction of someone who can help): ccab@tsi.org.uk
Online (e.g. websites, email or social media)
For Code Members (i.e. businesses that have signed-up to one of the scheme's Code Sponsor organisations), it is important that the Approved Code Scheme logo only appears alongside the logo of the Code Sponsor that is responsible for the approved Code of Practice it has agreed to abide by. And the Approved Code Scheme logo should either be positioned (1) to the right of the Code Sponsor logo, or (2) beneath it. This is to ensure that consumers are clear about what has been approved. This is a mandatory requirement of approval.
1) Horizontal Layout (side-by-side logos) :
The maximum height of the Code Sponsor logo is from the top of the Approved Code Scheme logo ‘roof’ to the bottom of the ‘TradingStandards.uk’ web address. The minimum gap between the logos should be roughly the same as the height of the APPROVED CODE letters (in this example, the letter ‘A’).
2) Vertical Layout ('one-above-the-other' logos) :
When vertically placed, the maximum width of the Code Sponsor logo should be equivalent to the width of the APROVED CODE part of the Approved Code Scheme logo. And the minimum gap between the two logos should be roughly the same as the height of the APPROVED CODE letters (in this example, represented by the letter ‘A’).
Print - Business Cards
The Approved Code Scheme logo must appear on either the bottom left or bottom right hand corner of the business card and must be a minimum recommended size of 12mm wide. In these circumstances please remove the website address as this will be illegible at this size.
Other Print (e.g. Letterheads, Posters, Banners)
The positioning of the Approved Code Scheme logo should be in one of the corners of a design layout. The logo should be positioned at least the distance of the exclusion zone (see Clearance Area section above) from the edge of the page. It should also appear next to the Code Sponsor logo and abide by the the same horizontal/vertical layout rules as outlined for Online usage (see the Online example and guidelines above).
How not to use the Logo
The Approved Code Scheme logo should always be reproduced from master artworks. It should never be altered, redrawn, recoloured or manipulated in any way. Please ensure that the Approved Code Scheme logo is used correctly at all times.
Examples of Incorrect Usage :
Describing Approved Status in words
If a Code Member (i.e. a business that has agreed to abide by a Code of Practice run by an official Code Sponsor organisation) wishes to draw attention to their membership of the Approved Code Scheme in other documents without using the logo, they may do so. However, they must also adhere by the following rules - this includes not misrepresenting either themselves or the nature of the scheme.
Permitted Terminology
The following wording - or variations thereof, that imply the same or a similar meaning - is permitted:
- The [enter name of Code Sponsor] Code of Practice is approved by the Chartered Trading Standards Institute.
- The Chartered Trading Standards Institute has approved the Code of Practice we follow, which is run by [enter name of Code Sponsor].
- ... the [enter name of Code Sponsor] Code of Practice, approved by the Chartered Trading Standards Institute, is ...
- The Approved Code Scheme, run by the Chartered Trading Standards Institute, has approved the [enter name of Code Sponsor] Code of Practice...
Non-Permitted Terminology
The following wording - or variations thereof, that imply the same or a similar meaning - is not permitted:
- Any version of "we are government approved".
- Any version of "we are trading standards approved".
- Use of "Chartered Trading Standards Institute approved" without also referring to the name of the Code Sponsor.
PLEASE NOTE : Membership of the Approved Code Scheme does NOT signify that a business has been approved or endorsed by the government, by 'trading standards' or by the Chartered Trading Standards Institute (CTSI). Each member of the scheme has agreed to abide - entirely voluntarily - to an approved Code of Practice. Each Code of Practice has been approved by CTSI. And the Approved Code Scheme is backed by government.
Other UK Languages
Apart from Welsh (see below), currently, we do not make the logo available in other languages, but you may use the logo in any official language of the United Nations, provided:
- You replace the words ‘Approved Code’ with the appropriate words in the language of choice (you should scale the text to the appropriate size so that it is the same width as the tradingstandards.uk domain address)
- You do not change any of the other features of the logo
- The words ‘Approved Code’ are retained in English beneath your translation.
- You use an official translator of the language to ensure accuracy.
Welsh Language
Under the terms of the Welsh Language Act 1993, you may be required to use the logo with ‘Approved Code’ also shown in Welsh. This is not compulsory, but will depend upon local custom and practice for your members operating within Wales. The law requires that the Welsh language is treated with equality. If you wish to use the logo in Welsh we have a colour, black and white and reverse out versions available - to obtain them, please email the Approved Code Scheme Operations Team at: ccab@tsi.org.uk
PLEASE NOTE : We recently changed the consumer-facing name of the scheme from the Consumer Codes Approval Scheme (CCAS) to the Approved Code Scheme. However, some of our publicity and contractual materials (produced before June 2024) may still include references to the original name. Until we have adapted everything, both names remain valid - and we apologise for any confusion.
