Plymouth. Britain s Ocean City.

Transcription

1 Brand Guidelines

2 Plymouth. Britain s Ocean City. June 2013 CORE PRINCIPLES 1.1 When and how the guidelines are used 1.2 Usage chart PLYMOUTH IDENTITY 2.1 The signature 2.2 Exclusion zone 2.3 Minimum size 2.4 Using the logo 2.5 Application onto images PROPERTIES 3.1 Photography COLOUR 4.1 Primary colour palette 4.2 Secondary colour palette TYPOGRAPHY 5.1 Print use 5.2 Web and digital use LAYOUT 6.1 Grid layout guide 6.2 Position of logo on grid 6.3 Grid layout example POSITIONING 7.1 Positioning the logotype in a leading role 7.2 Positioning the logotype in a supporting role CORE STRATEGY APPLICATIONS

3 1.1 Core Principles When and how the guidelines are used There are two core categories of user. Brand Owners and Brand Champions. The same principles and guidelines apply to all usage, online and offline. Brand Owners. The brand owners are Plymouth City Council, and Destination Plymouth. Brand Owners will, where appropriate, deploy the entire guidelines. Brand Champions. Brand Champions are external organisations both public and private sector working in partnership with the city, and/or as part of their promotional activity by definition promoting the city. Brand Champions will only be deploying the logotype. We ask that permission is always sought to use the logotype, both at conceptual and final sign-off stage. This is to ensure that the usage is appropriate, both in terms of context, and also in terms of final execution. As per the simple guidelines that follow this page. The core conceptual rule: Britain s Ocean City is a brand proposition, which also serves as the city s signature. It is not, and never will be, an organisation. Whenever it appears, whether in Brand Owner or Brand Champion context, the logotype MUST stand in its own space. It must not be incorporated in a line of participating organisations logos. That way would inhibit communication, and potentially cause confusion. Indeed, we need to do all we can to avoid logo infestation. Clutter, in other words, that can only serve to make communication less effective.

4 1.2 Core Principles Usage chart ORGANISATION/USAGE EXAMPLE LOGO FONT GUIDE BRITAIN S OCEAN CITY NARRATIVE Plymouth City Council Stationery Plymouth City Council Online Plymouth City Council Inward Investor Plymouth City Council Reputation Destination Plymouth Stationery Destination Plymouth Online Destination Plymouth Major Pieces (Visitor Guide) Destination Plymouth Individual Event Marketing City Centre Company Waterfront Partnership Culture Board * Third Party In Partnership * Third party which promotes Plymouth * Approval needed at concept and execution stages Logotype always deployed as per guidelines

5 2.1 Plymouth Identity The signature The Plymouth signature comprises of the logotype and tagline and must not be separated.

6 2.2 Plymouth Identity Exclusion zone There are two variations on how to use the logo, in full colour (1.) and white out (2.) 1. 2.

7 2.3 Plymouth Identity Minimum size Designers should always adhere where possible to the minimum size guide. 20mm 90 pixels 20mm 80 pixels

8 2.4 Plymouth Identity Using the logo Examples of how not to use the logo. Do not distort, condense or expand the logotype. Do not use the logotype in any colour other than those specified in these guidelines. Do not reverse the logotype out of any colour other than the colours specified in these guidelines. Do not use the logotype at an angle. Do not crop the logotype. Do not move elements within the lock up. Do not retype the copy in any other typeface. Plymouth Britain s Ocean City

9 2.5 Plymouth Identity Application onto images When the logotype is applied to photographic or patterned background there must be enough contrast between the background and the logotype so there is enough stand out. Where this is not possible, select the enclosed version, either white out or coloured.

10 3.1 Properties Photography Images should be thought-provoking and inspiring; warm with an element of vibrancy creating a sense of space. DO: Use images that reflect the openness of Plymouth. So use images that are not too cluttered. Have at least a third of image available for copy space. Use interesting crops of images. DON T: Use images of people that are obviously staged or posed. Apply filters or effects which are unnatural. Use images that are visibly dated. PLEASE NOTE: The photos shown on this page are for reference only. The rights have not been bought by Plymouth Council so should not be reproduced or presented externally to anyone.

11 4.1 Colour Primary colour palette These primary colours underpin the Ocean narrative. CMYK 0/0/0/100 RGB 0/0/0 PANTONE 292 C CMYK 60/20/0/0 RGB 120/167/218

12 4.2 Colour Secondary colour palette Secondary palette supports the primary palette and takes inspiration from the richness and diversity of our city. These variants are to be used where there is a need to deploy an additional colour in order to maximise impact in communications materials. Also to provide strong standout when the logo is to be placed over complex backgrounds. To keep things simple, 4 complementary colours have been selected. Each broad Plymouth sector has its own colour. If in doubt, choose the one indicated for the sector closest to the one in which you are active. BUSINESS MARINE PANTONE 647 C CMYK 96/67/18/3 RGB 4/90/145 CULTURE EVENTS RETAIL PANTONE 249 C CMYK 49/100/19/4 RGB 143/36/118 EDUCATION SPORT ENVIRONMENT FOOD PANTONE 158 C CMYK 8/65/100/1 RGB 226/118/38 PANTONE 7495 C CMYK 49/100/19/4 RGB 128/145/57 PLEASE NOTE: The photos shown on this page are for reference only. The rights have not been bought by Plymouth Council so should not be reproduced or presented externally to anyone.

13 5.1 Typography Print use Two typefaces have been selected to create a strong and unified identity for the Britain s Ocean City brand. They have been chosen as being accessible and contemporary, yet future proof. They have been chosen for their ability to set Plymouth apart. When used for titles and headings, Guardian Headline Medium should have slightly condensed leading (the space between the lines of text). For example, titles set in 50pt, should have a 55pt leading. The kerning (space between the letters) is also set wide: at 25pt for titles. The Helvetica family has been selected as the preferred typeface for all supporting copy (such as captions) and body copy. It has a wide range of weights which should be used where appropriate. Minimum body copy size is 9pt text on 11pt leading. All body copy should be kerned to 5pt. Guardian Egyptian Headline Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue LT Std Family 35 Thin 45 Light 55 Roman 65 Medium 75 Bold 85 Heavy 95 Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

14 5.2 Typography Web and digital use Where Guardian Egyptian headline cannot be used use Noticia Bold which is available from google.com/webfonts Noticia Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

15 6.1 Grid layout Grid Layout Guide Portrait documents should be set up to have a 31 column grid, this can be split in a number of ways to suit the document produced.

16 6.1 Grid layout Grid Layout Guide Landscape documents should be set up to have a 43 column grid, this can be split in a number of ways to suit the document produced.

17 6.2 Grid layout Positioning Logotype on the grid As a rule logotype should not be smaller than 5 column or larger than 10. When enclosed, no smaller than 5 columns or larger than 9.

18 6.3 Grid layout An example of how to compose image and text in a corporate document using the grid. Maximise white space, keep the typography clean and contemporary, understated and not overly designed.

19 7.1 Positioning Positioning the logotype in a leading role example 6 sheet example The logotype must never site with company logo s, it is a proposition, not an organisation. Try to keep supporting logos to a minimum, and to save confusion do not use Plymouth Council logo unless absolutely necessary. It is important to use strong engaging photography in Britain s Ocean City documents, displaying natural Plymothians or shots of Plymouth showing it s openness. Heritage, culture, food... Shaped by the sea, and just 3 hours away. PLEASE NOTE: The photo on this page is for reference only. The rights have not been bought by Plymouth Council so should not be reproduced or presented externally to anyone.

20 7.1 Positioning Positioning the logotype in a leading role example 48 sheet example Use strong imagery to reflect Plymouth s openness. Keep copy to a minimum, let the image do the talking. Direct the consumer to the website, avoid clutter with social network icons. Avoid QR codes, unless there is a point to it being there, i.e an interactive game where you need to scan a QR code to engage. PLEASE NOTE: The photos shown on this page are for reference only. The rights have not been bought by Plymouth Council so should not be reproduced or presented externally to anyone.

21 7.2 Positioning Positioning the Logotype in a supporting role Using the enclosed version in a tab format for events and promotional materials ensures the logotype is separate from other organisation logos and if positioned correctly should not dominate the material. Choose colour which will complement the document the most. A white out version can also be used.

22 7.2 Positioning Positioning the Logotype in a supporting role example In a supporting role the logotype should never be too distracting to the actual event being promoted. Using the logo in a tab form helps anchor the logo without distracting from the information on the document. If the Plymouth City Council logo must be used, it must be positioned the furthest away. The two logos should never appear next to each other.

23 7.2 Positioning Positioning the Logotype in a supporting role example In a supporting role the logotype should never be too distracting to the actual event being promoted. Tab form can be used on the top or the bottom of the document depending on the needs of the poster. If the Plymouth City Council logo must be used, it must be positioned the furthest away. The two logos should never appear next to each other.

24 8. Tone of voice It s not just what we say, it s the way we say it. So tone of voice is really important in this. Lloyd Northover warned, in 2010, that no-one believes in something that does not believe in itself. Brand Architecture International, writing in 2007, urged that Plymouth should act and speak as a player on the world stage as one would expect a world city to behave. There are just three elements to the guidance here. They all reflect the quality and uniqueness of our offer and the opportunities we face going forward as a result. We should communicate with as much humanity as possible. We must be, and be seen to be confident (but never arrogant). And above all, we must talk about Plymouth with real pride. The core strategy in less than 60 words Positioning: A city with a rich past and a thrilling future that s good enough to compete on the global stage Proposition: Britain s Ocean City Promise: Thanks to its location-driven DNA, there s nowhere quite like Plymouth to visit, to live, to work, to study, to invest, to eat, to dream.. Personality: Open; Entrepreneurial; Resilient; Proud Values: Tolerance; Integrity; Respect Tone of Voice: Humanity, Confidence, Pride

25 9 Applications Powerpoint example

26 9 Applications Pull up banner and exhibition stand example