Labour Literature Design Assistant and Guidelines

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1 Labour Literature Design Assistant and Guidelines

2 Contents Introduction: The Labour brand 5 How to use the Labour Literature Pack 6 A tomorrow where there is bread, but where there are roses too Section 1: Labour Design Templates 8 Letterhead 8 Business cards & With compliments 9 DL Canvass-card & DL Calling-card 0 DL - 6 page leaflet 2 A5-2 page Issues leaflet 4 A4-4 page newsletter 6 A3-2 page newsletter 8 Section 2: The Labour Brand Elements 21 The Labour logo 22 Correct and incorrect usage 24 Minimum size & Clearance Zone 26 Labour Colour Palette 27 The Labour Rose 29 Labour Typefaces 0 The Labour sash 2 Bringing it all together Use of imagery 4 Labour and the written word 5 2

3 Introduction: The Labour brand It s generally agreed that how you say something is just as important as what you say. The same applies to the way an organisation presents itself visually. The Labour Party is committed to communicating its messages with confidence, clarity and consistency. We ve recently invested in the creation of a new brand, which will go a long way to achieving this. The Labour Literature Design Assistant and Guidelines Pack is designed to help you create a range of communications within our new visual identity, easily and effectively. Following the brand guidelines and using the design templates correctly will ensure our brand grows in strength, which means our voice will too. 4 5

4 How to use the Labour Literature pack The pack has been created for use by your designer or printer, and can help lay out a range of printed materials in a standard and attractive Labour format. The booklet sets out guidelines for presentation of Labour s visual image on printed and other material. Adhering to these guidelines will help create not only a stronger, cleaner look for your own material, but also will add to the overall impact of all Labour material. The CD contains templates for the design of various different types of printed material you might want to prepare. You won t be able to open this disk on your PC, but don t worry about this because it is intended for use on a Mac, which will be used by your printer/designer. To use the pack, follow these general steps 1. Pick your design. Have a look through the various design templates in this booklet and decide which of them you want to use (e.g. 4-page A4 newsletter). The design template will indicate broadly how many words and photographs you will need to fill the publication. In writing the material, remember to use the approach suggested in Making Words Work for You. If you don t have a copy of this, contact Jackie at Head Office at ie 2. Pick your photos. Refer to page 34 of this booklet for guidance on how to use photographs. You can also visit the Labour Flickr site at for a range of images you can use in your publications. If you would like to know more about this, please contact Shauneen at Head Office at 3. Get it designed. When you have collected your text and photography, send them and the Labour Literature CD to your printer/designer. She or he will be able to insert your text and images into the design template (in this example, a newsletter) and print out a draft of the newsletter. 4. Approve it and print it. You can then make any final changes to the text or to any element of the design of the draft newsletter, and sign it off for printing. Please note that these guidelines change the way we have been using the Labour logo in recent years. It also changes the red that we use as our central colour, and introduces a new, darker red in some places. Please let your printer know of these changes, to help contribute to a stronger Party look. 6 7

5 Section 1: Labour Design Templates Business card A4 letterhead Template name (Front): Labour BC Template Qk v4 Template name (Back): Labour BC Template Qk v4 DL compliments slip Template name: Labour A4 LH Qk v4 Template name: Labour WComps Qk v4 8 9

6 DL canvass card DL calling card Template name (Front): Labour DL Card Qk v4 Template name (Front): Labour DL Calling Crd Qk v4 Template name (Back): Labour DL Card back Qk v4 Template name (Back): Labour DL Calling Crd Back Qk v

7 DL 6-page leaflet Outside panels Inside panels Template name: Labour 6pp DL Qk v4 Template name: Labour 6pp DL Qk v

8 A5 2-page Issues leaflet Template name: Labour 2pp Issues Qk v4 Template name: Labour 2pp Issues Qk v4 Front Page Back Page 14 15

9 A4 4-page newsletter Template name (Inside Spread): Labour 4pp A4 Qk v4 Template name (Page 1 - front cover): Labour 4pp A4 Qk v4 Template name (Back Page): Labour 4pp A4 Qk v

10 A3 2-page newsletter Template name: Labour 2pp A3 Qk v4 Template name: Labour 2pp A3 Qk v4 Front Page Back Page 18 19

11 Section 2: The Labour Brand Elements Recommended Usage Guidelines The elements that make up the Labour Party s look are the: Labour logo Bliss typeface Labour sash device Rose icon This section covers a series of best practice recommendations of how to use these elements, to help ensure that Labour is visually represented in a strong and confident manner

12 The Labour Logo The Labour logo consists of three elements the name Labour, the rose and the underline. These elements are locked together, and their proportions should never be altered. The Labour logo should, without exception, appear on a white background. Where possible, it should be placed in the bottom right-hand corner of the page, as per the templates supplied on the CD and as shown in the last section of these guidelines. The preferred version of the Labour logo is the fullcolour version. The red version of the Labour logo is intended for use on single-colour applications, and the black version is intended for contexts where colour is restricted to black, such as in newsprint. Logo file name: Labour_logo_CMYK.eps Logo file name: Labour_logo_RED_PMS.eps The symbol of the Labour Party is a red rose. For this reason, the Labour Logo should appear with a red rose on a white background. The Labour logo should NEVER appear reversed out of a colour or image as a white rose, or as a rose of any other colour. Logo file name: Labour_logo_BLACK.eps 22 23

13 Correct and incorrect usage of the Labour Logo ALWAYS use the master version of the Labour logo. A master version of the Labour logo has been supplied with these guidelines, and is also available from The Labour rose is a red rose on a white background, therefore the Labour logo should always appear on a white background. The only exception to this rule is where the Labour logo appears in black in newsprint. In this circumstance, it should appear as black on a white background. The Labour logo should NEVER be inverted and reversed out of a colour or image. their strong policies. An within the Labour Party ready for a larger prescence in Irish Government. The heir strong policies. An within the Party dy for a larger prescenc Irish Government. The their strong policies. An within the Labour Party ready for a larger prescence in Irish Government. The their strong policies. An within the Labour Party ready for a larger prescence in Irish Government. The their strong policies. An within the Labour Party ready for a larger prescence in Irish Government. The their strong policies. An within their strong the Labour policies. Party An ready within for the a larger Labour prescence Party ready in Irish for Government. a larger prescence The in Irish Government. The Do not reverse the Labour logo out of a colour Never use a shadow on the logo Never skew or distort the logo heir strong policies. An within the Party heir dy for strong a larger policies. prescenc An Labour within Irish Government. the Party The dy for a larger prescenc heir Irish strong Government. policies. An The Never within use the use Labour Partyname without heir dy for the strong a rose larger or policies. prescenc the underline An within heir strong the policies. Party An within Irish Government. The dy for the a larger prescenc Party dy Irish for Government. a larger prescenc The Irish Government. The Never change the relationship of the elements within the logo Labour Labour Labour Labour Do not reconstruct the logo or use replacement fonts heir strong policies. An within the Party dy for a larger prescenc Irish Government. The Do not use the logo as part of text their strong policies. An within the Labour Party ready for a larger prescence in Irish Government. The

14 Minimum size Labour colour palette 20mm Clearance area The minimum size that the labour logo should appear on any printed item is 20mm wide. The Labour colour palette consists of 3 colours red, dark red and black. Percentages of the colours can also be used to support the main colours. RED Pantone 485 C:0 M:100 Y:100 K:0 R:213 G:0 B:13 To help keep the Labour logo uncluttered by other visual elements, a clearance area has been devised. The width and height of the space around the logo is the height of the capital letter L. DARK Pantone 484 RED C:0 M:100 Y:100 K:29 R:146 G:0 B:9 BLACK Black C:0 M:0 Y:0 K:100 R:0 G:0 B:

15 The Labour rose: a better tomorrow The Labour rose is an important symbol for the Labour Party. It s a symbol for a better tomorrow. For this reason, it should always appear as a red rose. It should NEVER appear as a white rose on a red background. To help make the rose icon easier to work with as a support element to the Labour logo, a white keyline has been added. This makes it possible to place the rose icon on a red background, as a stand-alone element, while still keeping the rose red, as shown below. This iconic use of the Labour rose should only be employed as a visual support for the Labour logo. Whenever the rose icon is used, the Labour logo should always appear in its full form nearby

16 Labour typefaces The Labour Party corporate typeface is Bliss. This is the recommended typeface to use on all Labour collateral. It has a wide range of weights, making it flexible for both headline and body copy, but most applications can be completed using only 3 weights Bliss Regular, Bliss Italic and Bliss Extrabold. To purchase Bliss for both Mac or PC go to For consistency, use these three Bliss type weights for all Labour applications. Where Bliss may not be available (for example, in some PC applications), use the typeface Arial in its place. Arial comes pre-loaded on all computer systems. Bliss Regular ABCDEFGHIJQLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz %& Bliss Italic ABCDEFGHIJQLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz %& Bliss Extra Bold ABCDEFGHIJQLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz %& Arial MT ABCDEFGHIJQLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz %& Arial MT Italic ABCDEFGHIJQLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz %& Arial MT Bold ABCDEFGHIJQLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz %& 30 31

17 The Labour sash To help strengthen the Labour logo and its elements, a dynamic curve, called the Labour sash, has been introduced. This has been supplied as a built-in element of the design templates supplied on the CD. The sash usually runs edge to edge on a page or application to divide the page into two areas one that holds the Labour logo and the other that contains the information to be presented. Bringing all the elements together The various elements of the new Labour brand have been carefully considered to create the strongest visual vehicle for the party s messages. Used together, the elements create a graphic voice that is greater than the sum of their individual parts. This is why it is imperative that we don t pick and choose from these brand guidelines which guidelines we are going to follow and which we aren t. A commitment to working within all of the brand guidelines at all times is key to the success of our new brand. It s up to all of us to make it work

18 Use of imagery Labour and the written word Photographs, whether of party members or the public, should always be as high-quality as possible. Fewer, higher-quality pictures work better than using numerous low-quality ones. Imagery should be used large, wherever possible, to create a sense of confidence and personality. Remember that 98% of people read captions, so make sure your images are clearly labelled. Our name The name of our party is the Labour Party. We also refer to ourselves as Labour. In body text, the is lower case, followed by an upper-case Labour and Party (e.g. According to the Labour Party... ). Where the party name appears at the start of the sentence, the definite article starts with an upper case T, naturally. Our language Think about the language you use before using it. Tone of voice is critical to striking the right note. It is extremely important that we express ourselves at all times with clarity and conciseness, while remaining friendly. In writing the material, remember to use the approach suggested in Making Words Work for You. If you don t have a copy of this, contact Jackie at Head Office at 34 35

19 Included in the Labour Literature Pack - Master versions of the Irish Labour Party logo - Guidelines for recommended usage of the Labour logo and visual elements - Design templates for producing Labour Party collateral (supplied as QuarkXpress version 4.0 for Macintosh) For more information visit 36

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