HMS Victory Brand Identity Guidelines Version 1.2 / May 2015

Transcription

1 HMS Victory Brand Identity Guidelines Version 1.2 / May 2015

2 HMS Victory Brand Identity Guidelines Version 1.2 / May 2015 ContentS USING THESE GUIDELINES 3 1. CORE BRAND ELEMENTS Logo Secondary Logo Icon Isolation Space Size ColourS Navy Blue & White Metallic Copper, Navy Blue & White (Print Only) Gold Monochromatic PHOTOGRAPHIC BackgroundS Improper Use Design & TYPOGRAPHY DESIGN DEVICES Heraldic Waves Containing Shapes Cropped Icon Primary typeface: Frutiger Secondary typeface: Georgia Writing Copy DESIGN & TYPOGRAPHY examples Paragraph: Frutiger Paragraph: Georgia Paragraph: Combination Editorial Layout Display Layout Graphic Layout PRODUCT Licensing Licensing range BRANDED Co-branded PREMIUM TEXT ON PRODUCTS IMAGES ON PRODUCTS BRAND ASSETS & Approval 36

3 USING THESE GUIDELINES The purpose of these guidelines is to present the new brand identity for HMS Victory, and to clarify its ideal usage across a variety of channels and products. They have been designed both for internal usage - corporate communications, signage, editorial - as well as for third parties, including licensing partners. The first section focuses on the core brand elements - logo, icon, colours and appropriate usage - essentially the building blocks of the new brand architecture. The guidelines presented in this part are rules to be followed accurately. An finally, the fourth section provides all the relevant information to download HMS Victory digital BRAND ASSETS, as well as a description of the approval process for any new brand manifestation. Please use these guidelines as an exciting new portal to the HMS Victory universe. They are designed to keep its visual identity consistent, while at the same time allowing the widest range of creative interpretation. The second section explores the brand s Design & typography - introducing the font families, design devices and a series of examples. The applications of the brand included in this part are not layout, but simply creative inspirations - so they do not need to be followed to the letter. The third section is designed for PRODUCT LICENSING - introducing HMS Victory range of merchandising opportunities, and providing a set of initial creative criteria for any product development HMS Victory Brand Identity Guidelines, V. 1.2

4 1. CORE BRAND ELEMENTS HMS Victory Brand Identity Guidelines, V. 1.2

5 1.1. Logo Logo (NAVY BLUE), Positive HMS Victory Logo manifests itself through two elements: a circular Icon, containing the vessel suspended between the sea and the letter V; and the wordmark, orbiting around the Icon. The Logo is available both in Positive and in Negative versions. The Positive can be used on white or light photographic backgrounds; the Negative one on dark or dark photographic backgrounds. The key distinction between the two versions of the Logo is that the Negative one presents the containing circle and the capital V outlined. The Positive version has no outline, and both the containing circle and the letter V appear solid. Please note that the dark square containing the Negative version is used throughout these guidelines simply to simulate a dark background, and it s not part of the Logo. Also, the circular wordmark is an integral part of this logo; as such, it should not be recreated or used individually, and its typographic style should not be imitated HMS Victory Brand Identity Guidelines, V. 1.2 Logo (NAVY BLUE), Negative

6 1.2. Secondary Logo Alternatively, the HMS Victory brand can be represented through a Secondary Logo - where the wordmark is rendered horizontally over two lines, rather than circularly. secondary Logo (NAVY BLUE), Positive The Secondary Logo can be used in those instances where the wordmark is not standing out enough - especially in smaller contexts, or when applied in partnership with other brands. As for the Primary Logo, the Secondary Logo is available both in Positive and in Negative versions. The Positive can be used on white or light photographic backgrounds; the Negative one on dark or dark photographic backgrounds. Please note that the dark rectangle containing the Negative version is used throughout these guidelines simply to simulate a dark background, and is not part of the Logo. Also, the wordmark is an integral part of the Secondary Logo; as such, it should not be recreated or used individually, and its typographic style should not be imitated. secondary Logo (NAVY BLUE), Negative HMS Victory Brand Identity Guidelines, V. 1.2

7 1.3. Icon ICON (NAVY BLUE), Positive HMS Victory Icon, without the wordmark. The key difference between the Primary (and Secondary) Logo and the Icon is that the Icon can be applied more freely in different contexts. The next section, for example, illustrates the first key difference in their usage HMS Victory Brand Identity Guidelines, V. 1.2 ICON (NAVY BLUE), Negative

8 1.4. Isolation Space Both HMS Victory Logos should always be surrounded by a minimum margin of empty space. This invisible boundary is proportional to the size of the Logo, and is equivalent to the width of the serif of the letter V embedded in the Logo itself. These requirements do not apply to the Icon, as it can be used with more freedom - even cropping it, as shown in the next page HMS Victory Brand Identity Guidelines, V. 1.2

9 1.5. Size 16mm / 60px 60mm / 230px The Logo can be reproduced at the minimum size of 21x16 mm on print, and 80x60 pixels on screen. 15mm / 55px The Scondary Logo can be reproduced at the minimum size of 15x60 mm on print, and 55x230 pixels on screen. The Icon can be reproduced at the minimum size of 15x16 mm on print, and 55x60 pixels on screen. 21mm / 80px Both Logo and Icon have no maximum size - they can be printed or rendered at any dimension, as shown below HMS Victory Brand Identity Guidelines, V. 1.2

10 1.6. ColourS Navy Blue white gold metallic copper black HMS Victory primary palette for the Logo is articulated over five key colours: Navy Blue, White, Metallic Copper, Gold and Black. The secondary palette - to be used in the various brand applications highlighted in the next chapters - is distilled directly from the Navy Blue, Gold and Black, ranging from 10% to 90% of the source colours. Pantone 289 RGB CMYK WHITE RGB CMYK Pantone 124 RGB CMYK Pantone PMS 876 C RGB N/A CMYK N/A Pantone black RGB CMYK These colours can be arranged in a series of permutations, illustrated in the next sections. Any of the permutations can be used to embody the HMS Victory graphic identity, where appropriate and effective. 90% SECONDARY PALETTE 70% 50% 30% 10% HMS Victory Brand Identity Guidelines, V. 1.2

11 Navy Blue & White Navy Blue white The HMS Victory Navy Blue & White, both in positive and negative, is the preferred incarnation of the brand - both on digital and print media. Pantone 289 RGB CMYK WHITE RGB CMYK Logo & Secondary logo: Navy Blue & White - POSITIVE HMS Victory Brand Identity Guidelines, V. 1.2 Logo & Secondary logo: NAvy Blue & White - NEGATIVE

12 Metallic Copper, Navy Blue & White (Print Only) Logo: metallic copper, navy blue & white - premium metallic copper Navy Blue white The HMS Victory Metallic Copper colour permutation is suggested for exclusive or limited edition products. It can be used in print only, and not digitally, by adopting the Pantone metallic system PMS 876 C (Copper Metallic Ink - or similar). The logo is rendered as a single metallic foil, on a White (Positive version) or Navy Blue (Negative version) background. Logo & Secondary logo: metallic copper, navy blue & white - POSITIVE Pantone PMS 876 C RGB N/A CMYK N/A Pantone 289 RGB CMYK WHITE RGB CMYK This colour permutation is also the only one to include a Premium version of the Logo - where the Negative Metallic foil is filled up in Navy Blue. This version is particularly reccommended for premium usage, and has to be positioned exclusively on white backgrounds. Please note that the graphics contained in this page are simulations only, and should not be used as artwork or reproduced digitally on licensed material HMS Victory Brand Identity Guidelines, V. 1.2 Logo & Secondary logo: metallic copper, navy blue & white - NEGATIVE

13 Gold gold Navy Blue white In those instances where the Metallic Copper foil cannot be used, the alternative is HMS Victory Gold colour permutation. The Gold colour scheme can be applied both on print and digital media. Pantone 124 RGB CMYK Pantone 289 RGB CMYK WHITE RGB CMYK Logo & Secondary logo: gold, navy blue & white - POSITIVE HMS Victory Brand Identity Guidelines, V. 1.2 Logo & Secondary logo: Gold, navy blue & white - POSITIVE

14 Monochromatic black white The HMS Victory Monochromatic colour scheme is used primarily for black & white usage. This includes forms, fax communications, copies, printouts, etc. The Monochromatic elements are also the ones to use as a starting point when creating signage, engravings, metallic foils and marks for licensed products. Pantone black RGB CMYK WHITE RGB CMYK Logo & Secondary logo: Monochromatic POSITIVE HMS Victory Brand Identity Guidelines, V. 1.2 Logo & Secondary logo: Monochromatic NEGATIVE

15 1.7. PHOTOGRAPHIC BackgroundS HMS Victory Logo and Secondary Logo can also be applied on photographic backgrounds, but with discretion - and only over relevant and correctly sourced images. The key rule is to place any of the logos over sufficiently clear areas (1) or over clearly contrasted textures (3), and to avoid clashing and/or poorly defined backgrounds (2 and 4). Also, please pay particular attention at Positive versus Negative versions of the logo. The Navy Blue Positive, for example, should be used on lighter photographic backgrounds only (5). The Navy Blue Negative version though is applied wrongly on (6), as the sails of the vessell appear to be dark. The sails should always be lighter than the surrounding background HMS Victory Brand Identity Guidelines, V. 1.2

16 1.8. Improper Use The integrity of HMS Victory Logo must be respected at all times: please only use the original files, as suggested by these guidelines, without altering or manipulating them. Any modification of these identity assets confuses the brand s meaning and diminishes its impact. do not distort / TILT do not shade do not introduce new colours do not OUTLINE / ADD FILTERS do not RETYPE / RECREATE do not CIRCLE / BOX HMS Victory Brand Identity Guidelines, V. 1.2 do not USE POSITIVE ON DARK BACKGROUNDS DO NOT USE NEGATIVE ON LIGHT BACKGROUNDS DO NOT USE THE WORDMARK ALONE

17 2. Design & TYPOGRAPHY HMS Victory Brand Identity Guidelines, V. 1.2

18 2.1. DESIGN DEVICES both design devices (A) and (B) are sampled from the heraldic sea contained in the icon When designing visual communications or licensed products, HMS Victory s brand can be brought to life by using a series of graphic elements derived by the main graphic identity. This set of design devices does not follow all the rules valid for the logos: they can be expanded, cropped, screened, used as windows on photographs or as containing shapes for paragraphs. HERALDIC WAVE (A) Heraldic Waves The stylised Heraldic Waves embedded in the logo can be used as a graphic device - both in positive and in negative. The example on this page makes full use of the secondary Navy Blue colour palette. HERALDIC WAVE (B) APPLICATION EXAMPLE HMS Victory Brand Identity Guidelines, V. 1.2

19 Containing Shapes both containing shapes derive from the V embedded in the icon The signature V at the centre of HMS Victory logo, with its distinctive inclination and serif, is the basis for two Containing Shapes. The example on this page shows their application as windows on photographs - the one on the left outlined. CONTAINING SHAPE (A) CONTAINING SHAPE (B) APPLICATION EXAMPLE HMS Victory Brand Identity Guidelines, V. 1.2

20 Cropped Icon As demonstrated in previous sections, the Icon is a powerful graphic device when magnified, cropped, and placed in the background. This example displays the icon rendered with a gradient, sampled from two values of Gold from the Secondary Palette. APPLICATION EXAMPLE HMS Victory Brand Identity Guidelines, V. 1.2

21 2.2. Primary typeface: Frutiger HMS Victory uses the Frutiger font family throughout its visual communications as its primary typeface. These guidelines are designed using this font. Frutiger is a friendly, highly readable sans-serif typeface, available in a wide variety of weights. It can be used both for display and for body copy. For web use or any kind of digital communications, the Frutiger family can be replaced with Verdana - a round, full typeface, quite similar and very readable on screen. Please note that this typeset is not included in HMS Victory Digital Assets. The relevant license can be easily purchased online at fonts.com or myfonts.com Frutiger Light Frutiger Roman Frutiger Italic Frutiger Bold Frutiger Bold Italic Frutiger Black Frutiger Light Frutiger Roman Frutiger Italic Frutiger Bold Frutiger Bold Italic Frutiger Black HMS Victory Brand Identity Guidelines, V. 1.2 Verdana Regular Verdana Italic Verdana Bold Verdana Bold Italic Verdana Regular Verdana Italic Verdana Bold Verdana Bold Italic

22 2.3. Secondary typeface: Georgia As a secondary typeface, HMS Victory uses the Georgia font family. Georgia is a contemporary transitional serif typeface, inspired by 19th century font families, retaining its elegance at smaller sizes - both in print and on digital media. Georgia can be used both for display and body copy. For web use or other digital communications, the Georgia family can be replaced with Times - a serif font with very similar characteristics. Please note that this typeset is not included in HMS Victory Digital Assets. The relevant license can be easily purchased online at fonts.com or myfonts.com Georgia Regular Georgia Italic Georgia Bold Georgia Bold Italic Georgia Regular Georgia Italic Georgia Bold Georgia Bold Italic HMS Victory Brand Identity Guidelines, V. 1.2 Times Regular Times Italic Times Bold Times Bold Italic Times Regular Times Italic Times Bold Times Bold Italic

23 2.4. Writing Copy HMS Victory is written ALL CASE (HMS) + Upper Case (Victory). The web is written lower case. Other technical terms: DVD, CD-Rom, , voic , hi-res, 3D, website, dotcom. Job titles are written Upper Case: Marketing Director, Head of Learning... No full stops in acronyms or after initials. Headlines and titles do not have full-stops at the end. Hyphen (-) used for fractions (two-thirds) or to join two words (parttime). Avoid hyphens at the end of lines. All numbers at the beginning of sentences should be written out: Three years ago. Weights, measures, times and dates should be stated numerically. Add an s to numerals and dates to pluralise them: 1940s, B-52s Four figure numbers don t have commas. Larger ones do: 1750 and 50,000 Decades are written as 80s, 90s, 00s. Centuries are written as nineteenth century, twentieth century. En dash ( ) used instead of through in numbers (5 15) or other measurements of time (Jan May). It is preferable not to use quotation marks to indicate the title of a book or publication. These can be signalled by the use of italics. One to ten are to be written out: one, two, three, four, five, six, seven, eight, nine, ten. Number 11 onwards should be written in figures: She was 15 years old HMS Victory Brand Identity Guidelines, V. 1.2

24 2.5. DESIGN & TYPOGRAPHY examples The following sections illustrate various examples of the design devices and typographic combinations available. Please note that these are not design templates, but simply inspirations for the correct implementation of HMS Victory brand Paragraph: Frutiger This paragraph is designed using the Primary Typeface, Frutiger. Paragraphs should always be aligned left, with no line justification. Also, do not use hyphenation to separate syllables at the end of a line. Frutiger Bold WELCOME TO HMS Victory, the Royal Navy s most famous warship Frutiger Bold is the suggested font for headlines on posters, leaflets, signage or any document featuring large titles. Frutiger Black can be used for smaller sub-headlines, smaller titles or small notes Frutiger BLACK Best known for her role in the Battle of Trafalgar, HMS Victory currently has a dual role as the Flagship of the First Sea Lord and as a living museum to the Georgian Navy 24 Frutiger Light or Frutiger Roman is the recommended font for body copy in letters and leaflets. Frutiger Light Italic, Frutiger Italic and Frutiger Bold Italic can be used in the same context for added emphasis, when appropriate. They are not mandatory HMS Victory Brand Identity Guidelines, V. 1.2 Frutiger light There have been many celebrated warships in Britain s naval history but HMS Victory can justifiably claim to be the most famous of them all. Having served as Vice-Admiral Lord Nelson s flagship at the Battle of Trafalgar, she has become one of the UK s most-loved visitor attractions. The death of Nelson onboard HMS Victory during the Battle of Trafalgar is an iconic moment in world history and 400,000 people visit the warship each year to see spot on the quarter deck where Nelson fell, which is marked by a brass plaque. Victory suffered the

25 Paragraph: Georgia This paragraph is designed using the Secondary Typeface, Georgia. Paragraphs should always be aligned left, with no line justification. Also, do not use hyphenation to separate syllables at the end of a line. Georgia Bold is the suggested font for headlines on posters, leaflets, signage or any document featuring large titles. It can also be used for smaller subheadlines, smaller titles or small notes Georgia Regular is the recommended font for body copy in letters and leaflets. Georgia Italic and Georgia Bold Italic can be used in the same context for added emphasis, when appropriate. They are not mandatory. georgia Bold WELCOME TO HMS Victory, the Royal Navy s most famous warship georgia Bold Best known for her role in the Battle of Trafalgar, HMS Victory currently has a dual role as the Flagship of the First Sea Lord and as a living museum to the Georgian Navy georgia regular There have been many celebrated warships in Britain s naval history but HMS Victory can justifiably claim to be the most famous of them all. Having served as Vice-Admiral Lord Nelson s flagship at the Battle of Trafalgar, she has become one of the UK s most-loved visitor attractions HMS Victory Brand Identity Guidelines, V. 1.2 The death of Nelson onboard HMS Victory during the Battle of Trafalgar is an iconic moment in world history and 400,000 people visit the warship each year to see spot on the quarter deck where Nelson fell, which is marked by a brass plaque. Victory suffered the highest casualties of the British ships at Trafalgar.

26 Paragraph: Combination This paragraph is designed combining the Primary and Secondary Typefaces. Both can be used as Headlines or Body copy. Frutiger BLACK Frutiger ROMAN WELCOME TO HMS Victory, the Royal Navy s most famous warship Best known for her role in the Battle of Trafalgar, HMS Victory currently has a dual role as the Flagship of the First Sea Lord and as a living museum to the Georgian Navy georgia regular There have been many celebrated warships in Britain s naval history but HMS Victory can justifiably claim to be the most famous of them all. Having served as Vice-Admiral Lord Nelson s flagship at the Battle of Trafalgar, she has become one of the UK s most-loved visitor attractions HMS Victory Brand Identity Guidelines, V. 1.2 The death of Nelson onboard HMS Victory during the Battle of Trafalgar is an iconic moment in world history and 400,000 people visit the warship each year to see spot on the quarter deck where Nelson fell, which is marked by a brass plaque.

27 Editorial Layout An example of printed communication, featuring the Premium Logo (on Metallic Copper foil) on white paper, and the use of the cropped icon (positive) in the background as a graphic device. Headline, sub-header and body copy are all rendered using the Frutiger family. WELCOME TO HMS Victory, the Royal Navy s most famous warship Best known for her role in the Battle of Trafalgar, HMS Victory currently has a dual role as the Flagship of the First Sea Lord and as a living museum to the Georgian Navy There have been many celebrated warships in Britain s naval history but HMS Victory can justifiably claim to be the most famous of them all. Having served as Vice-Admiral Lord Nelson s flagship at the Battle of Trafalgar, she has become one of the UK s most-loved visitor attractions HMS Victory Brand Identity Guidelines, V. 1.2 The death of Nelson onboard HMS Victory during the Battle of Trafalgar is an iconic moment in world history and 400,000 people visit the warship each year to see spot on the quarter deck where Nelson fell, which is marked by a brass plaque. Victory suffered the highest casualties of the British ships at Trafalgar, 51 of the

28 Display Layout An example of exhibition display, printed or digital communication, featuring the Navy Blue & White colour scheme in negative, and the use of the cropped Icon (negative) in the background as a graphic device. The Headline and Body Copy are rendered using the Secondary colour palette, at 70%. Headline, sub-header and body copy are all rendered using the a combination of both font families. WELCOME TO HMS Victory, the Royal Navy s most famous warship Best known for her role in the Battle of Trafalgar, HMS Victory currently has a dual role as the Flagship of the First Sea Lord and as a living museum to the Georgian Navy HMS Victory Brand Identity Guidelines, V. 1.2 There have been many celebrated warships in Britain s naval history but HMS Victory can justifiably claim to be the most famous of them all. Having served as Vice-Admiral Lord Nelson s flagship at the Battle of Trafalgar, she has become one of the UK s most-loved visitor HMS Victory during the Battle of Trafalgar is an iconic moment in world history and 400,000 people visit the warship each year to see spot on the quarter deck where Nelson fell, which is marked by a brass plaque. Victory suffered the highest casualties of the British ships

29 Graphic Layout Example of graphic layouts (for posters, publications, cards, etc.) demonstarting possible applications of the Design Devices (Heraldic Waves, Containing Shapes and Cropped Icon). As stated earlier, please note that these are not design templates, but simply inspirations HMS Victory Brand Identity Guidelines, V. 1.2

30 3. PRODUCT Licensing HMS Victory Brand Identity Guidelines, V. 1.2

31 3.1. Licensing range When proposing licensed products for HMS Victory, its is vital that the brand s historic gravitas and meaningful values are not devalued on inappropriate products. Quality, originality, ethical sourcing, appropriateness - these are all key parameters when approving new merchandise. HMS Victory offers three types of merchandise solutions: 1. BRANDED Entry-level souvenirs - like t-shirts, mugs, notebooks, guides, posters - where the key feature is the HMS Victory Logo or Icon. 2. CO-BRANDED Partnerships with other brands, where both HMS Victory and the partner s brand appear on the product and/or packaging/label. 3. PREMIUM Original products developed using certified copper and/or timber extracted by HMS Victory. The following section provides some examples HMS Victory Brand Identity Guidelines, V. 1.2

32 BRANDED The key element of the BRANDED licensing option is the use of the Logo, Secondary Logo or Icon as the key design device, on a range of entry-level and relatively inexpensive souvenirs - like t-shirts, mugs, notebooks, guides and posters. Please note that none of the examples featured in this section is part of HMS Victory current merchandising range. These simulation are used for explanatory purposes only HMS Victory Brand Identity Guidelines, V. 1.2

33 Co-branded The CO-BRANDED licensing option aims at developing partnerships with other brands in co-branding more aspirational range of products. These could include chocolate boxes, limitededition spirits, jewellery and accessories. HMS Victory Logo, Secondary Logo and Icon can be placed prominently on the product and packaging, together with the partner brand. In some instances the HMS Victory branding can be used more discretely - appearing only on the label, and not on the product itself (like jewellery and fashion accessories). Please note that none of the examples featured in this section is part of HMS Victory current merchandising range. These simulations are used for explanatory purposes only HMS Victory Brand Identity Guidelines, V. 1.2

34 PREMIUM The PREMIUM range consists in any limited-edition, possibly numbered product developed using certified copper and/or timber extracted by HMS Victory. This could include furniture, jewellery, accessories, giftware. Creativity, originality and level of design detail are paramount to qualify a product for this range of merchandising. Please note that none of the examples featured in this section is part of HMS Victory current merchandising range. These simulations are used for explanatory purposes only HMS Victory Brand Identity Guidelines, V. 1.2

35 3.2. TEXT ON PRODUCTS All licensed products featuring text should apply either the Frutiger or Georgia fonts (or a combination of both). Please do not use Verdana or Times, as these typesets are for web use or digital communications only IMAGES ON PRODUCTS When using photographs, reproductions of paintings or illustrations on licensed products, please make sure that the source and ownership of such images have been cleared. Please note that the typesets are not included in HMS Victory Digital Assets. The relevant license can be easily purchased online at fonts.com or myfonts.com Vice Admiral Horatio Lord Nelson HMS Victory Brand Identity Guidelines, V. 1.2

36 4. BRAND ASSETS & Approval The HMS Victory Brand Assets presented in these guidelines are available for download. To retrieve a copy of these assets, or for any questions regarding these guidelines and the APPROVAL process, please contact: Jane Hodgkins Head of Marketing and Communications National Museum of the Royal Navy Jane.Hodgkins@NMRN.org.uk +44 (0) HMS Victory Brand Identity Guidelines, V. 1.2