British American Tobacco plc is a British multinational tobacco company headquartered in London, United Kingdom. It is the largest publicly traded tobacco company in the world. 'Be Correct' is British American Tobacco's trade marketing programme that serves to regulate pricing, control illicit sales as well as underage sales and guarantee genuine quality of their product to consumers. Our brief was to create a visual identity system that would relay these core criteria. An glowing tick mnemonic was developed to positively reinforce this to the consumer every step of the way in the trade environment - ensuring they were buying a legitimate product for no more than the right price.