Contents. Digital use..18 Presentations..20 Stakeholder Hub..22 Trademarks & Copyright..24 A summary..26

Transcription

1 The Brand.

2 Contents. The AGP Brand..03 Delivering a consistent message..04 Promoting the Brand..06 Development of the Logo..08 The Logo..10 Colours & Backgrounds.11 Typography..12 Logo use on Marketing Communications..13 Document layout..16 Digital use..18 Presentations..20 Stakeholder Hub..22 Trademarks & Copyright..24 A summary..26

3 .03 The AGP Brand. An introduction. The Aerospace Growth Partnership (AGP) is concerned with the future of the commercial aerospace industry in the United Kingdom. It is a collaborative partnership between industry and government. The AGP was formed to create and implement the UK s aerospace industrial strategy, which defines the vision for commercial aerospace s role in the UK s economy. The UK currently has the second largest aerospace economy globally. Yet there are many challenges ahead. The AGP aims to improve the capability and competitiveness of the UK aerospace offering and to use this edge to build relationships with new international customers and to increase UK share of the global aerospace market. The AGP is also underpinned by Strategy and Engagement working groups, which support and inform the activities of the other working groups. As such, the campaign has an extremely widereaching impact. AGP activities fall under the following working groups: Technology Supply chain competitiveness Manufacturing capability Skills and young people

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5 .05 The AGP Brand. Delivering a consistent message. The purpose of these guidelines, in line with our brand values and vision, is to promote and unify all AGP related activities under a single, easily identifiable Brand. In doing so, we will create a face for The Aerospace Growth Partnership and a common banner under which stakeholders can collaborate and support the long-term aim to grow the UK s position in the global economy. In addition, our unified message will underline our stance. The UK is committed to: - grow our position as the second largest aerospace economy globally By delivering a strong and consistent brand identity across our global market, we will ensure that our core values of excellence and innovation are reinforced. Communications play a pivotal role in achieving this by creating an identity that underlines our presence as a leader in the global aerospace economy. Consistency will both strengthen and leverage the equity in our Brand, ensuring that we can make a significant contribution to the overall success of our marketplace. - excel in technological innovation - deliver world class manufacturing and supply chain capabilities - sustain a highly skilled and flexible workforce - provide an exciting place to invest in aerospace

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7 .07 Promoting the Brand. Stakeholder promotion of the AGP Brand. It is our aim to develop the AGP Brand to a point where it holds global recognition and an enviable reputation within the Aerospace Industry. There are countless opportunities to promote recognition of the AGP Brand, both alone and alongside our stakeholder s own brands. Advertising - always include the AGP logo on advertisements and directory listings Broadcasting - always mention the AGP in radio and TV broadcasts Digital - use the AGP logo in conjunction with your own, on signatures, powerpoint presentations or on other digital media Events & exhibitions - always promote the AGP Brand on display material using the logo and official straplines or messages to suit Giveaways - Stakeholders are free to produce branded items using these guidelines Printed marketing collateral - always use the AGP logo on printed materials. There are also various publications available to stakeholders through the AGP Stakeholder Hub Press - case studies and press releases are also available through the Stakeholder Hub on the AGP website. Signage - the AGP logo can be used on all internal and external signage Stationery - letterheads, compliment slips, business cards and all other internal or external stationery can carry the AGP Brand logo Website - always use the AGP logo as part of your website footer design Photography - images, animations, illustrations and other data is available for use from the AGP Stakeholder Hub

8 Exclusion zone. The symbol & logotype. Symbol Logotype Minimum size. 30mm

9 .09 Development of the Logo. Rules for use. The UK has a great tradition of innovation within aerospace maintained by the AGP. The AGP is a positive collaboration of industry and government working together to secure the future for UK Aerospace. The AGP logo was developed to provide a respected and trusted visual identifier for our customers and partners around the globe, in turn providing a powerful asset to our campaign. The corporate logo is made up of three separate elements and there is a fixed relationship between them. The logo has been specifically drawn and is unique to the AGP. It is therefore vitally important that it is not redrawn or recreated in any way. The swoosh logo identifies the UK and Aerospace as our marketplace, reinforcing our national heritage by adopting the colours of the Union Jack. The uniqueness of the logo is enhanced by consistent reproduction using only the corporate colours specified within this document. No other colour reproduction is permitted, apart from in black or reversed white out of a dark background. Reproducing the logo over imagery should be avoided. The minimum permitted width of the logo is 30mm. It is important to keep the logo clear of any other graphical elements. To regulate this, an exclusion zone has been established to indicate the closest point, any other element or message can be positioned in relation to the AGP logo. The exclusion zone is modified if a supporting message or bi-line is included. Artwork is available on the AGP Stakeholder Hub or on the USB accompanying this document. NOTE: AGP initiatives and AGP-supported initiatives are obliged to adhere to these guidelines when using or modifying the AGP logo. Only AGP initiatives and AGP-supported initiatives are permitted to modify the logo for this purpose. Note: The colours reproduced throughout this manual have not been evaluated by PANTONE for accuracy and may not match the PANTONE Colour Standards and you should refer to the current editions of the PANTONE matching guides. PANTONE is a registered trademark of Pantone, Inc.

10 The Logo. Exceptions and bi-lines. There are two exceptions to the rules governing the exclusion zone of the AGP logo. Where the logo is accompanied by the approved by-line or a partner qualification, the exclusion zone is modified as shown. Example Logo with Supporter Qualification. Example Logo with Strapline.

11 .11 Colours & Backgrounds. Rules for use. The AGP logo should always be used on a background that will not impede its legibility. A white or light neutral colour is preferred, but where this is not possible, please follow the guidelines below. 30% black as shown here, is the darkest background allowable for use with the three colour logo. For darker coloured backgrounds, use the one colour white version of the logo Pantone 2756 C C 100 M100 Y20 K5 R47 G46 B121 HE #2f2e79 RAL 5022 Night Blue Pantone 199 C C0 M100 Y86 K5 R225 G25 B48 HE #e11930 RAL 3020 Traffic Red Note: The colours reproduced throughout this manual have not been evaluated by PANTONE for accuracy and may not match the PANTONE Colour Standards and you should refer to the current editions of the PANTONE matching guides. PANTONE is a registered trademark of Pantone, Inc. Image reproduced with the kind permission of Airbus UK.

12 Typography. AGP Typography. The selection of the font will be determined by the nature of the production and intended use of the communication. Frutiger should be used for all trade, mass audience communications. These items will be produced by design professionals and include items like brochures, advertising, direct mail, exhibitions etc. Verdana should be used for all PC based communications such as letters, s, reports etc. Verdana is also to be used as a web-safe font on internet applications. Frutiger Verdana Aa Aa Frutiger Light. ABCD abcd 01234!@ % Frutiger Light Italic. ABCD abcd 01234!@ % Frutiger Roman. ABCD abcd 01234!@ % Frutiger Roman Italic. ABCD abcd 01234!@ % Verdana Regular. ABCD abcd 01234!@ % Verdana Italic. ABCD abcd 01234!@ % Verdana Bold. ABCD abcd 01234!@ % Verdana Bold Italic. ABCD abcd 01234!@ % Frutiger Bold. ABCD abcd 01234!@ % Frutiger Bold Italic. ABCD abcd 01234!@ % Frutiger Black. ABCD abcd 01234!@ % Frutiger Black Italic. ABCD abcd 01234!@ %

13 .13 Logo use on Marketing Communications. On printed materials. Printed marketing communications material covers a wide gamut of styles and formats from stationery to exhibitions and from brochures to promotional giveaways. It is important that these guidelines are followed wherever the logo is reproduced. By delivering a strong and consistent brand identity across all materials, we will reflect and reinforce our core values of excellence and innovation. Our communications play a pivotal role in achieving this, both internally and externally, by creating an identity that underlines our presence in the global Aerospace economy. Continued overleaf.

14 By following these guidelines we will guarantee that our Brand Identity is delivered consistently, ensuring that it is not diminished in any way. Marketing communications by their very nature, will contain the most widely used aspects of our Brand. It is your responsibility to ensure that our values are protected by adhering to these guidelines, at the same time, making all other relevant and interested parties familiar with them also. Image reproduced with the kind permission of Bombardier Aerospace.

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16 A4 / A5 Documents. Double column grid for A4 documents and also for A5 landscape documents. Single column grid is to be used for A5 portrait and 1/3 of A4 document. = Images = Text A5 Landscape Documents. 1/3 A4 Documents.

17 .17 Document layout. AGP document layout. The chosen format for all AGP document presentation is primarily A4 portrait. Other sizes can be used depending on final use, but should be restricted to A5 portrait for multi-page documents or landscape for direct mail and invitation types. A third A4 tri-fold is also acceptable for smaller publications and leaflets. Bespoke sizes outside of the A paper size range should not be used. Depicted here are the approved layout templates that should be used wherever possible in the development of printed documents relating to the AGP. The material of choice is silk art with weight dependant upon final usage. Any further finish should be nonglossy ie an inline silk machine seal on press or a silk or matt laminate or UV varnish. Paper choice again, requires the same attention to quality and detail and is bound by a consistent and uncompromising set of standards.

18 Digital use. Branding for all things digital. Communication For internal use, all communication should be accompanied by a standard signature and disclaimer which can be found on our Stakeholder Hub. Ensure that your client is set to transmit your full name as being the sender and that your reply to address is correctly applied. Typographical style should be clear, simple confident and in a business-like language, as you would use when composing a letter. Do not use slang or abbreviations. Stakeholder signatures As a stake holder, you may wish and are actively encouraged to include the AGP logo on your signature. Please follow the guidelines set out in this document with regard to size, positioning and exclusion zones. Good housekeeping dictates that s should be archived for future reference in the same way that you would do with written correspondence.

19 .19 The digital environment. Websites, online advertising, er campaigns and any other digital application use, offers unique opportunities to effectively communicate and engage with our audiences. Use of the AGP Brand identity in these instances, should follow the same criteria as set our in this document. There are specific logo images available through the Stakeholder Hub, which should be used on digital materials, both for internal and external use.

20 Presentations. Digital presentations. Presentations are an every day necessity for our business and offer a unique opportunity to express and reinforce our identity to key audiences. It is therefore vital to ensure that our presentations are professional and effective. To this end, we have developed a specific presentation template that is available through our Stakeholder Hub. For our stakeholders using their own branded templates, but wishing to highlight the AGP reference, the Brand logo can be displayed as shown here and by following the guidelines in this document.

21 .21 Exhibition and display. It is important to reflect the principles of our Brand in the design and production of exhibition and display stands, consistently using the core basic elements such as logo, colours and typefaces. Quality of finish and clarity of message are of paramount importance, as are the rules and principles detailed within these pages. Where stakeholders simply wish to include the AGP branding as part of their own corporate stand, the same principles apply. Image reproduced with the kind permission of Airbus UK.

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23 .23 Stakeholder Hub. The AGP Intranet. The AGP Stakeholder Hub is available to all AGP Staff and Stakeholders, providing an intuitive online solution and offering a wide variety of information, documentation and other useful material to help promote the AGP. Logos, presentation templates, case studies and PDF publications to name a few, are all available to download. Approved photographic reference material for use across marketing collateral is available through the Area. All such images are either copyright-free or copyright AGP and an appropriate credit should be displayed against images used. The Stakeholder Hub provides a facility to order materials by stakeholders. Brochures, white papers and even AGP branded promotional items are all available for use. It is a self-explanatory, easy-to-use and efficient system that allows all concerned with the promotion of the AGP, free and easy download of the materials that best promote our Brand. This imagery works hard to add gravitas, meaning and comprehension to our communications and helps to position and reinforce our brand as dynamic and innovative.

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25 .25 Trademarks. & Copyright. Although not a registered trademark, the AGP Brand Logo is covered by trademark and copyright law. We rely on every one of our members and stakeholders to call attention to the use of any part of our brand that appears to infringe on our rights. Conversely, any assertion that the AGP itself is infringing on another s property should be immediately reported. Copyright is different to Trademark and is basically the right to prevent others from copying our works. While it only protects certain categories of works and is subject to local jurisdiction, the types of works included are: literary, dramatic, computer software, sound recordings, films and broadcast programmes. Copyright generally arises automatically on the creation of an original piece of work, provided that certain qualification requirements are met. Notices should be used on all copyright works and a simple notice is as follows: COPYRIGHT AGP 2013 For further clarification on definitions of copyright, dos and don ts, proper use and instructions for presentation copyrights, please refer to In order to obtain protection, the works must be original and the test of originality differs from country to country. In the UK, the requirement to be original is simply that the works must not be copied from another.

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27 .27 AGP The Brand. A summary. Our efforts will have worked if one unified Brand is adopted, satisfying all of our diverse stakeholders. The AGP Brand is synonymous with UK Aerospace and should be presented as part of all aerospace activity in the UK - the face of UK Aerospace to all potential international customers. Equally at home during an exciting aerospace careers event for young people, as it is when presented to international customers by UK ambassadors and ministers or when adopted by SMEs and large aerospace primes alike, our AGP Brand is committed to growing our position in the global aerospace economy. Follow the rules laid out in this document when producing any marketing material that will carry the AGP Brand. If you have any questions, please contact the marketing team at info@theagp.aero As an AGP stakeholder you play an important part in the positioning of our Brand.

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