Secured by Design. Brand Guidelines

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1 Secured by Design Brand Guidelines

2 Introduction The Secured by Design Logos This document contains guidelines relating to the manner and use of Secured by Design trademark and other intellectual property rights, as well as Secured by Design s PR Guidelines. It is issued to Member Companies or Accredited Organisations at the time a licence or award is granted. The term Member Company and Accredited Organisation is used to describe legal/commercial bodies who have entered into a licence agreement with ACPO Crime Prevention Initiatives (hereafter referred to as Secured by Design), permitting them to use Secured by Design logos and intellectual and copyright property. Licensed products are those products/devices/services/ components specified in the schedule attached to the license agreement or subsequently acknowledged in writing by Secured by Design. The Member Company may use the terms and the logos contained within this manual and they may only be used in accordance with the conditions set out. The Member Company can only utilise the Secured by Design logo and associated intellectual and copyright property whilst in possession of a valid Secured by Design licence. These conditions are subject to amendment at the discretion of Secured by Design. Should new trademarks or terms, alterations to trademarks or conditions occur, SBD will provide an updated version of this document and relevant trademarks. Intellectual property rights held by Secured by Design include all forms of rights pertaining to intellectual property. These include copyright, trademarks, patent rights and any other property rights commonly understood to fall within this term. As the most important piece of intellectual property the Secured by Design logo must be protected through authorised and correct use. The logo is available to members in the two versions detailed below. No other versions are available. The logo may only be used in its original form. Modifications or the reproduction of the logo with other fonts are prohibited. When using our logo in your marketing it should appear on a white background. Generic Marketing This is the only trademark approved for use by the Member Company to promote licensed products or the company. Usage of this logo includes: Company header paper Press ads Marketing brochures Websites Exhibition stands Vehicles Signage Product & Packaging This is the only SBD logo and trademark that may be used on the product and packaging of Secured by Design licensed products. The product must have a valid Secured by Design license in order to utilise this logo. This logo may ONLY be used on licensed products and packaging which contains licensed products and specific literature referencing the product. Product Engraving This logo may be engraved on to a product. The product must have a valid Secured by Design license in order to utilise this logo.

3 The Secured by Design Logos Trademark guidelines Size of Logo All logos may only be reproduced in a size that enables wording contained within the logo to be read clearly and without difficulty by a person with good vision, not using any device designed to assist them in reading the logo. In case of dispute, SBD shall retain absolute discretion to declare a use or proposed use of a logo as too small and require all goods and packaging bearing the logo to be withdrawn from circulation. The minimum logo size is 10mm in height (measured from the cap height in the Secured by Design to the baseline of the tagline. See below. Logo Colour Palette The Secured by Design logo is comprised of two colours: blue and yellow. For different applications, the logo colours are implemented in the respective colour systems. For print Pantone spot colours and CMYK For electronic media RGB (for screen) and hex code (Web) For other applications (e.g. silk screening of fabrics), the Pantone colours can be used for comparison Member Companies and Accredited Companies will ensure each reference to Secured by Design and any use of the associated logos is at all times accompanied by an acknowledgement that Secured by Design, SBD and the Secured by Design logos are trademarks of and are solely owned by ACPO Crime Prevention Initiatives. Where a Member Company or Accredited Companies becomes aware of any actual or apparent unauthorised use of the Trademarks contained within this document they may write to Secured by Design s registered office, attaching evidence of the alleged misuse. It shall be for Secured by Design to determine the appropriate course of action. No Member Company shall take any action in their own name without the prior written consent of Secured by Design. All Non-Member companies displaying the SBD logo are bound by the general logo conditions of use outlined in this document Examples: Member Company Logo The only exception to this rule is with the SBD Product Mark (for small product engravings) which can be reduced in size to fit the product. A maximum size is not specified; the logo can be scaled upwards as desired. Logo Protection Zone Min. 10mm For instant recognition and consistency, the SBD logo should not be crowded by other visual elements. In no instance should a line of text or any other visual element overlay the logo. To communicate most effectively, a minimum space is to be left clear of text, symbols, logos and other extraneous graphic elements. The protection zone specifications are proportionate to the logo and are derived from the height and width of 1 square in the chequered band. A minimum of one square on each side of the logo will contribute to the legibility of the SBD logo. See below. Pantone 661 C: 100 M: 69 Y: 0 K: 9 Pantone 114 C: 0 M: 8 Y: 73 K: 0 R: 33 G: 73 B: 145 R: 243 G: 223 B: 66 Hex # Hex #f3df42 Use of trademarks by Non-Member Companies Where the Member Company supplies goods to another company, the Member Company must ensure that said company is aware of the terms and conditions of this document and the Member Company s licence agreement with Secured by Design, including the schedule that specifies which products are accredited. No Member Company may sub-license any of the Secured by Design trademarks. Distributors, Retailers and Resellers of products that are not accredited under the Secured by Design scheme can reference a current Member Company s membership but need to clearly identify the SBD accredited Member Company for proper usage. This means non-members must include the actual member s name, member s logo and product reference in their collateral. The use of the SBD logos by non-members is limited to Official Police Security Initiative version and is bound by the conditions of use outlined below: The Member s logo must be displayed and the accredited product name must be referenced in full Manufactured by <member company name> Any Non-Member Company displaying the Secured by Design logo or associated trademarks without clearly identifying which supplier company and product they relate to will be subject to legal action. The SBD logo must be equal or smaller in size than that of the SBD Member Company The Secured by Design logo must be visually and contextually clearly linked to the Member Company (i.e. member logos and SBD logos must appear in the same text boxes, be placed on the same background etc) This spacing must be strictly observed.

4 Secured by Design PR Guidelines Conditions Secured by Design is now widely recognised by professional audiences, and increasingly by consumers, as a valuable mark of membership. We have provided a short guide to help you promote your memberships that makes the benefits of Secured by Design clear. It will also help you to ensure your own descriptions of the initiative are consistent with our communications. For any further questions please speak to the marketing or administration team on or Secured by Design key messages The key messages provided below will help you talk about Secured by Design and the value it adds to your product(s) in media relations activity, and wider PR and marketing. As a Secured by Design member, it is important you use these messages on an on-going basis. You may not need or have the opportunity to use all messages in every piece of communication, but please try to use message 1 wherever possible. Feel free to combine messages as necessary, but please take care not to alter the wording significantly. [The name of your company] is a member of Secured by Design, a flagship UK police initiative to help design out crime through the use of high-quality innovative products and processes. In order to achieve Secured by Design status, [the product] had to adhere to the organisation s rigorous test standards. Secured by Design is the only form of Police approval for products in the UK. The principles of Secured by Design have been proven to reduce the risk of crime and the fear of crime. Householders who aren t offered security recommendations after a burglary are 69% more likely to suffer a repeat incident than those who are offered advice. The Association of British Insurers predicted that In one year alone, some 700,000 burglaries could be thwarted if appropriate security devices were installed, representing an annual saving of more than 1.97 billion. Secured by Design s membership scheme currently includes over 400 member companies whose products have met the required standards. Secured by Design is owned by the Association of Chief Police Officers (ACPO). The London 2012 Olympic Park and the 2014 Commonwealth Games Village have both been awarded full Secured by Design status. For more information about Secured by Design visit Key principles when talking about Secured by Design As a member of Secured by Design we would appreciate your cooperation with the following principles when talking about the organisation and its work: Please ensure you only reference Secured by Design when talking about the specific product(s) approved by the scheme. You must not give the impression that all of your company s products have achieved Secured by Design status unless that is the case. If you are planning to send out a press release or any other broad communications about your membership of Secured by Design, please send a copy to the marketing and administration team. When detailing your awarded status you may state that: The product is accredited by Secured by Design The product meets Police approved standards The product meets Police Preferred Specification The company is a member of the Official Police Security Initiative That Secured by Design is owned by the Association of Chief Police Officers (ACPO) Member companies may not suggest or imply that their product has been accredited or approved by the Association of Chief Police Officers (ACPO). Wording The trademarks terms are Secured by Design and SBD. Wherever mentioned in any body copy, Secured by Design must be written as detailed below. The by in Secured by Design should always be spelt with a lower case b whereas the abbreviation of SBD should always feature upper case letters. No other styles or abbreviations may be used. Secured by Design Secured By Design Secure by Design SBD SbD Secured by Design reserves the right to revoke the license of any Member Company that fails to comply with any one of the conditions set out in this document. Any decision not to revoke a license due to lack of compliance shall not prevent such action being taken on a further occasion. It also does not prevent such action being taken against another Member Company. Member Companies are permitted to use the trademarks in this manual on the clear understanding that all rights, titles and interest surrounding said trademarks belong absolutely to Secured by Design and all rights that may accrue as the result of use of the trademarks by the Member Company shall belong absolutely to Secured by Design. The Member Company shall not apply to register the trademarks or otherwise claim any rights in relation to them. Member Companies will not use trademarks in any way which prejudices, impairs or dilutes the distinctiveness, validity or goodwill in the marks or any other Secured by Design intellectual property right. In this respect, Secured by Design s decision that use of the mark constitutes such a state of affairs shall be final and binding on the Member Company. No Member Company shall use or register any trademarks, trade dress or domain names identical or similar to the trademarks of SBD. No Member Company shall challenge the validity or ownership of the trademarks of SBD. Trademarks contained in this document may only be incorporated into a website or on any other online or electronic documents and publications with the prior written consent of Secured by Design. Should a Member Company terminate their SBD membership, fail to renew their contract or have their contract be terminated by ACPO CPI, all logos and references to Secured by Design must be removed from the company s website/s within 7 days and all written material containing said references must be removed from circulation and destroyed within 28 days. In West Yorkshire research demonstrated Secured by Design award newly built developments are up to 75% less likely to experience crime. In Glasgow, research demonstrated Secured by Design refurbished developments are up to 63% less likely to experience crime. If you would like to explore PR opportunities around you company or product being awarded Secured by Design, we may be able to offer extra support, including quotes, Press Release on our website, twitter, and inclusion to our newsletter. Contact our Marketing Manager to discuss this, on

5 ACPO Secured by Design First Floor, 10 Victoria Street London SW1H 0NN Telephone: Facsimile:

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