July 2014 Issue 1. Brand Guidelines

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1 July 2014 Issue 1 Brand Guidelines 1 Page

2 The Sapphire brand Who are we? Sapphire is the consortium chosen by Stoke-on- Trent City Council to build 390 extra care apartments across three sites in Stoke-on-Trent, the sites will be situated in Blurton, Abbey Hulton and Chell. The consortium is made up of Your Housing Group, Eric Wright Group and Kajima Partnerships Limited. Brand Guidelines This brand manual sets out the boundaries of the brand to enable effective and efficient communication using the Sapphire brand 2 Page

3 Sapphire The Sapphire Name The correct name for the consortium is Sapphire and this is the required term of reference when referring to the consortium. It should be remembered however that misuse of the Sapphire logo can dilute the impact of the overall brand and it should therefore be used with restraint. The Sapphire brand is one we want to be associated with sincerity, respect and freedom of choice. As well as offering reassurance that we know what we are doing, whether that be construction, housing management, facilities management, property development or design and architecture. Sapphire is about enjoying greater freedom to do the things you want 3 Page

4 The Sapphire Logo 4 Page

5 An introduction to the logo The Sapphire logo should never be redrawn Colour Logo or modified from the artwork files provided. The logo is available in colour and mono versions. The colour logo should be used on all materials produced or where Sapphire has contributed resource to partner organisations publications or marketing collateral. The preferred use for the logo is to appear on a white background and should never be used on a photographic background. Mono Logo 5 Page

6 Correct Sizing Minimum sizes The minimum size that the colour logo can be used at is 25mm wide. The minimum size that the mono version can be used at is 15mm wide. Do not use this logo smaller than this. Colour logo Mono logo 6 Page

7 Correct Sizing Continued Standard logo sizes in print When using the logo in print there are four standard sizes to consider; 32mm for A5 and DL documents, 44mm for A4 documents, 60mm for A3 posters and 80mm for A2 posters. For larger formats, the logo may be scaled up proportionally. 32mm for A5 and DL documents 44mm for A4 documents 7 Page

8 Correct Sizing Continued 60mm for A3 documents 80mm for A2 documents 8 Page

9 Logo Elements Butterfly image As part of the Sapphire logo, the butterfly element can be used on its own in promotional material and presentations, where the Sapphire logo has been included. The initial use of the Sapphire logo within a document must come before any use of the butterfly image is used. This way the brand identity of Sapphire is always promoted and is at the fore front of any promotional materials or presentations. As within the brand guidelines, the butterfly can be used as a creative ident and should always be used on its own and not next to the Sapphire logo. Correct use of the butterfly image incorrect use of the butterfly image 9 Page

10 The Strapline Living independently The living independently strapline forms part of the Sapphire identity and should always be used as part of the logo when used. The Strapline - living independently - reinforces what Sapphire is about and what we are striving to do and consists of three elements that all form the Sapphire logo the Sapphire wording, the butterfly and the living independently strapline. If the logo was to be broken down the identity of the Sapphire brand would be compromised. The only exception to this is the use of the butterfly element (see page 8). The logo is not to be used without the wording or the strapline. 10 Page

11 The Strapline The Sapphire Colours 11 Page

12 Corporate Colours Primary colours The Sapphire logo is made up of two bright and distinct colours. Colour references are supplied for lithographic and digital printing, specified as solid Pantone colours and as four colour process (CMYK). RGB colours have been provided for screen and web applications. Sapphire light blue In print Solid colour: Pantone 298 Four colour process: C: 64% M: 10% Y: 1 % K: 0% On screen RGB: R: 22 G: 172 B: 227 Sapphire dark blue In print Solid colour: Pantone 289 Four colour process: C: 98% M: 84% Y: 46% K: 51% On screen RGB: R: 0 G: 43 B: 92 For standard items being produced in four colour process the primary colours should be printed using the four colour process values. 12 Page

13 Secondary colours Extra colours Sometimes extra colours will be required, eg when creating charts or graphs. When these circumstances occur the additional colours below may be used. Lilac In print Solid colour: Pantone 141 Four colour process: C: 0% M: 23% Y: 70 % K: 0% On screen RGB: R: 255 G: 200 B: 100 Orange In print Solid colour: Pantone 270 Four colour process: C: 17% M: 17% Y: 70% K: 0% On screen RGB: R: 204 G: 204 B: 255 Blue In print Solid colour: Pantone 317 Four colour process: C: 21% M: 0% Y: 75% K: 0% On screen RGB: R: 189 G: 255 B: 255 Yellow In print Solid colour: Pantone 101 Four colour process: C: 4% M: 0% Y: 71% K: 0% On screen RGB: R: 255 G: 255 B: Page

14 The Sapphire Typeface 14 Page

15 Typefaces Standard font To reflect the Sapphire brand the standard typeface for all written content, whether printed externally, internally or as part of electronic communications is Calibri. It is a modern, friendly typeface which is part of the main font directories on both PC s and Mac s as well as also being web friendly. Do not use any other typeface as a substitute as this will dilute the brand. Calibri Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz %&*()_+?.<> 15 Page Two weights are available, Regular and Bold. The bold version should be used for headings and use the regular version for all body copy. There is an italics version for both regular and bold, however this should be used sparingly. All headings and body copy should be left aligned to assist the reader in working through the document. Calibri Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz %&*()_+?.<>

16 The Sapphire Tone of Voice 16 Page

17 Tone of voice What is tone of voice? Written tone of voice is simply the personality of the Sapphire brand expressed through the written word. Tone of voice governs what you say in writing, and how you say it the content and style of communications, in any setting and in any medium. Our written communications should be clear, concise, honest and open. They need to demonstrate our: professionalism; clarity; respect; accessibility; straightforward If you are writing on behalf of Sapphire, make sure the material is personal and direct: Could your text be spoken out loud to the reader? Does it sound as if it s being addressed to an individual? 17 Page

18 If you require help and more information about the Sapphire brand guidelines, contact: Your Housing Group Marketing Department 602 Aston Avenue Birchwood Park Warrington Cheshire WA3 6ZN T E. 18 Page

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