Brand Guide

Naming conventions

Company

Global / default

• • Surpass Assessment is the name of both our UK and US companies.
  • After first using the full name, it can be shortened to Surpass.
  • Alternatively you can refer to the business with “us” / “we” / “our services” etc.
  • Powering Assessment is our tagline used in the logo.

Example: “Surpass Assessment is a global provider of assessment solutions … you’ll be glad your exams are powered by Surpass.”

UK company-specific

• • Conventional: Surpass’ UK office / Surpass Assessment’s UK office
  • Formal: Surpass Assessment UK
  • Legal (only used when legally required): BTL Group Ltd. (trading as Surpass Assessment)

Example [legal document]: “BTL Group Ltd. (trading as Surpass Assessment) will be referred to as Surpass Assessment UK in this document.”

US company-specific

• • Conventional: Surpass’ US office / Surpass Assessment’s US office
  • Formal: Surpass Assessment US
  • Legal (only used when legally required): Surpass Assessment Inc.

Example: “The team at the Surpass US office can help you with your enquiry.”

Products

Surpass Platform

• • Our main assessment software is now the Surpass Platform.
  • After first using the full name, it can be referred to in short by just Surpass, or the Platform.
  • If referring to it as just Surpass, it should be clear that you are talking about the product, not the company.

Example: “You can use the Surpass Platform for creating tests … find out how our customers use the Platform for their assessment programme … you’ll find amazing features in Surpass.”

Other Surpass products

• • Product names are prefixed with ‘Surpass’.
  • The ‘Surpass’ prefix is followed by a space, then the product name should be written as one word with capital letters and no spaces (e.g. Surpass SecureMarker, Surpass Viewer).
  • Within context, product names can be referred to in short by dropping the ‘Surpass’ prefix (e.g. SecureMarker, Viewer).

Example: “You can use Surpass SecureMarker for securely marking tests … SecureMarker is available to all customers.”

Candidate-facing products

• • If products are predominantly used by candidates, they will not be branded ‘Surpass’.
  • Their name is written as one word with capital letters and no spaces (e.g. SecureClient, Scheduler).

Services

• • Service names are prefixed with ‘Surpass’.
  • Their name is written as separate words with capital letters (e.g. Surpass Test Delivery Services).
  • ‘Surpass’ does not have to be included when referring to the service, but in this case it should not be capitalised (e.g. test delivery services).

Example: “Speak to the team today to discuss Surpass Test Delivery Services … we offer a range of test delivery services.”