be part of it Brand Guidelines for Surf Life Saving Clubs

Transcription

1 be part of it Brand Guidelines for Surf Life Saving Clubs

2 Contents Welcome What s a brand made up of? Attributes who we are and what we do Using our name What we say about ourselves How we look Our logo How to use or logo Exclusion Zone SLSGB logo usage Our clubs, our logo How can your club get involved? Using our logo T-shirts, hoodies and polo-shirts Position of logo Other merchandise Imagery Corporate fonts Colour palette Minimum print size Working with companies Legal requirements Including copyright Support

3 Welcome Thank you for reading our brand guidelines for Surf Life Saving Clubs. The information in this resource pack will give you the background, facts and images required to make the most of the Surf Life Saving GB brand. Why should my Club use brand guidelines? Guidelines are vital to a brand. They ensure uniformity throughout all our communications, which in turn demonstrates our professional consistency to the outside world. Colours, copy, logo and tone of voice have all been carefully considered to form our corporate identity. These guidelines have been designed and written to show you how all those aspects function when applied in their different settings. Convey this with the strapline: be part of it be part of it be part of it be part of it How will my Club benefit? Surf Life Saving Clubs are encouraged to use the Surf Life Saving GB brand as it supports the recognition and identification of the national organisation, raising the profile of the work we do and the support we need locally. Increased recognition of the Surf Life Saving GB brand nationally will improve the perception the general public and funders have of the organisation and your Club. It will promote a greater sense of value and trust in all the fantastic work that we do and increase our ability to generate funds and recruit more members. Contact and Support This document should help you to use the brand and to talk about Surf Life Saving GB any questions or for sign off use of the logo, please marketing@slsgb.org.uk 1

4 What s a Brand made up of? Attributes who we are and what we do Surf Life Saving Great Britain is referred to as Surf Life Saving GB, with its sporting element termed Life Saving Sport and events Sport for Life. Surf Life Saving GB was formed in Volunteer clubs patrolled beaches at Bude and St Agnes in Cornwall, and Brighton in East Sussex. Their aim was to protect, rescue and resuscitate bathers aims that are still in place today. There are now 80 Surf Life Saving Clubs, with over 5,000 members aged years. Our members are committed lifesaving volunteers giving their time freely to create safer, healthier communities; they are the strength of our organisation. Vision A world class volunteer organisation, recognised as Great Britain s provider of beach lifeguard training and life saving sport through its network of clubs. Mission Surf life Saving GB is the charity of volunteer beach lifesavers building healthier, safer communities. We will foster a youth led strategy in recognition of young people being most at risk in open water. We give support and advice to our Life Saving Clubs and provide our members with opportunities to develop their Skills for Life and to compete in Sport for Life. 2

5 Using our name Surf Life Saving GB may be shortened to SLSGB in body text, but only after the first reference carrying the full name. The abbreviation (SLSGB) cannot be used in document headings, titles or without prior reference to the full charity name. Subsequent references can be to the charity. What we say about ourselves We have key messages which promote what we do Surf Life Saving GB is a charity of over 5,000 volunteers dedicated to saving lives on our beaches and coastal waters since 1955 Surf Lifesaving volunteers have a long history (over 50 years) of giving their time freely to train others in life saving skills Surf Lifesaving volunteers make beach users safer, by patrolling, training and giving advice to the public Surf Life Saving Clubs are the heart of many communities - offering learning, development and a safe social environment for every member Surf Life Saving Clubs develop active, socially responsible young people, who are safe on the beach and in the sea. Creating Lifeguards of the Future who have a route to employment in the RNLI Lifeguard Service Surf Life Saving GB provides skills and development opportunities to create young leaders of the future Life Saving Sport is a display of the skills developed and used in life saving rescues Lifesavers who participate in sport are fitter and have increased skill levels, making them better equipped to deal with emergency situations Life Saving Sport is a multi-disciplined, multi-event competition with close ties to swimming, athletics, kayaking, rowing, surfing and power boating Surf Life Saving GB formed a strategic partnership with the RNLI to save more lives on beaches Surf Life Saving GB provides the knowledge and skills of the people who volunteer or are employed in the RNLI Lifeguard Service Surf Life Saving GB s life saving qualifications are recognised nationally and internationally, and are a qualification of preference for employees and volunteers of the RNLI Lifeguard Service. 3

6 How we look... Our logo Our logo is a mechanism by which our target audience recognises our organisation. It is our signature and mark of quality. It represents everything we do and what we stand for. Any improper use of our logo will water down our identity and compromise our brand. The following pages will help you to use our logo correctly and maximise its effect on documents and merchandise. 4

7 How to use our logo Exclusion Zone: The exclusion zone is the clear area that surrounds the SLSGB logo. To ensure that the logo remains clear and has impact, nothing should ever appear inside the exclusion zone. There are occasional exceptions to this rule, for example, if you are creating specific logotypes for statutory organisations. But in general you should never enter the exclusion zone. Good Practice Bad PracticeX 5

8 SLSGB Logo usage It s important to keep a consistent approach and look when producing documents. Some of these are quite obvious but mal-treatment of the organisation logo can negatively impact on how the company is perceived by members, prospective members and sponsors alike. Bad PracticeX Bad PracticeX Bad PracticeX Bad PracticeX Good Practice Bad PracticeX SURFLIFESAVINGGB Bad PracticeX 6

9 Our Clubs, Our Logo By all working together under an identifiable logo family, we can take even greater leaps in increasing the profile and recognition of Surf Lifesaving around the country. Recognition matters. It matters because it will help your national governing body, your Club and all Clubs to become stronger through membership and support, both locally and nationally. How can your Club get involved? As part of your Club affiliation you are invited to use and benefit from the Surf Life Saving brand. We want to help your Club to make the most of our brand and be part of it, with a logo that reflects our shared ethos. We recognise that all Clubs are different, with many having their own logo that is their own strong asset; therefore we have created flexible options for each Club to consider. Example 1 Using the Surf Life Saving GB logo alongside your own. Example 2 Using the Red & Yellow Club variation logo. North Norfolk SLSC Example 3 Using the logo with your own Club colours. We have created this option as we understand that your Club colours are unique. Examples of how this will look are: Whitsand Bay SLSC Perranporth SLSC Bideford Bay SLSC Branksome Chine SLSC Next steps it s free! Call or us to discuss your own requirements and we will be happy to create some examples for you to consider at no cost! 7

10 Using our Logo The Surf Life Saving logo should generally appear (where possible) at the top right of the page. However, when used in conjunction with your own Club logo, this may not be possible. We just ask that the SLSGB logo is relative in size and position to the logo of our Clubs. How we appear Our corporate font is calibri 11 point for body text and calibri 12 bold for headings. If this font isn t available please use arial. 8

11 T-shirts, Hoodies and Polo-Shirts Using our logo on t-shirts and other merchandise is an excellent way to promote your Club with the brand and all the positive attributes that it will help you to convey alongside your own. Position of logo - see next page Logo size 60 x 40 mm Colour It may make more sense to use our logo in a different colour. Please refer to marketing@slsgb.org.uk for more information. Embroidery or print? The logo should be reproduced using the same method as the rest of the print and imagery on your merchandise. 9

12 Position of Logo Acceptable locations of logos ie either looking at the t-shirt (1) on the left breast or (2) on the right arm

13 Other Merchandise Your Club may wish to purchase or produce a range of other clothing and merchandise. Please refer to marketing@slsgb.org.uk for advice about how to use our logo. Images Surf Life Saving GB maintains a photo library and this is available for use by our affiliated Clubs. Please request a photo by ing your requirements to marketing@slsgb.org.uk 11

14 Imagery 12

15 Corporate fonts We encourage our Clubs to use the same fonts. This helps to build a national brand. It s important that all documents are laid out in a clean professional manner and created with an understanding that some stylised fonts are not always appropriate for example when expressing dates, terms and conditions, telephone numbers and addresses. A Primary Corporate font: DAX Appears in our corporate logo, other supported uses included heading/titles but never to be used as main body text or numbers. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz B Secondary Font: Calibri Main Body font for any printed media, acceptable for use as title, sub title number etc... where this font is not available please default to use arial. C Used to primarily promote events that we are hosting/putting on. D For the friendlier touch to be used sparingly for quotes, invites etc... E As a default or backup please use where calibri is not avaialble. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Event Font: Birth Of A Hero ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Supporting font: Hand of Sean ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Websafe/ font: Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

16 Colour Palette Colour C M Y K R G B PANTONE HEX Blue #000E89 (original) # (websafe) Red #FF1924 (original) #FF1122 (websafe) Yellow #FFE600 (original) #FFEE00 (websafe) White # (original) Black #FFFFFF (original) The SLSGB print colour palette supports our straightforward and crisp clear style. The range of colours allows for creativity and diversity, while remaining true to the SLSGB look and feel. This palette of colours is intended to allow: the publication of a variety of leaflets and other printed and online communications; the flexibility to develop local literature systems; additional clarity for charts and diagrams; interest and appeal for a variety of audiences; and RGB colour variations for electronic presentations. The palette also allows for degrees of corporacy. Not everything needs to be SLSGB Blue, but using the same palette across SLSGB builds on our overall identity. It is strongly recommended that the SLSGB colour palette is used in all SLSGB communications. If you need to extend the palette range, please ensure that any additional colours are compatible with the originals. Colours such as fluorescents or metallics may be used for special products. However, you must make sure that their use is consistent with the SLSGB values and principles. Bear in mind that metallic colours should be used with caution, as they appear expensive. They may be appropriate, for example, for communications for special occasions, but make sure you consider how they will be perceived. 14

17 Minimum print size A3 It important to know the minimun print size of our logo so that it will always be legible and clear. See recomended sizing per document size. Printing quaility varies depending on the method used, it s important to note that what you see on screen is not necessarily what will print out. Simply; print from a professional printers is generally higher quaility and most printers will require artwork at 300DPI (dots per inch) What you see on screen/on the web is 72DPI a lot less information and smaller in file size - for professional communications and printed literature. Understandably 72dpi images should never go to print! A4 A5 Simulated Size by comparison 15

18 Working with companies The rules are different for the companies that we work with. Should your Club have a sponsorship agreement with a local company this does not impact on the use of our logo on your materials, however, if this agreement is with a region wide, or national company please marketing@slsgb.org.uk for permission to use our logo alongside that of the corporate partner. Please be mindful of companies whose products or ethics are at odds with our own, such as a major polluter. 16

19 Legal requirements In all cases both the SLSGB and your club registered charity number should appear wherever the logo appears or where the charity name and any request for funding is made: Surf Life Saving GB is a registered charity number For production of documents and publications it is best practice to include the following: Founded 1955 Chief Patron: H.R.H The Duke of Edinburgh K.G, K.T. A Company Limited by Guarantee not having a Share Capital. Company Reg No Registered in England. Registered Office: 1st Floor, 19 Southernhay West, Exeter EX1 1PJ Charity No: VAT Reg No

20 Support Staff at Surf Life Saving GB support you to make the most of opportunities for your Club. If you need assistance please get in touch by ing us at or call our head office on We produce a range of Fundraising Fact Sheets and a Find the Funds enewsletter that can help you to generate such needed funds. Or alternatively we have lots of information on our website: 18