Brand Guidelines April 2015

Transcription

1 Brand Guidelines April 2015

2 Contents 1.0 Introduction 2.0 SARH logo 2.1 SARH logo alternative colourways 2.2 SARH logo size 3.0 SARH colours 3.1 SARH secondary colours 4.0 Typography 5.0 Photography 6.0 Introduction to SARH 'First' sub brands 6.1 Sub brand identities 6.2 Sub brand white out logos 6.3 Sub brand black logos 6.4 YouFirst Independent Living / Telecare sub brands 6.5 Sub brand colours 6.6 Sub brand logo size 7.0 Housing Worx logo 7.1 Alternative colourways 8.0 Use of parent company details 8.1 Use of other logos 9.0 SARH & Housing Worx master logo files 9.1 Sub brand master logo files

3 1.0 Introduction You never get a second chance to make a good first impression. Stafford and Rural Homes cares about quality and getting things right. Please use this guide to help us maintain a professional image. SARH Marketing can provide support and assistance with: Creating marketing strategies and communication plans Writing marketing and promotional briefs Giving presentations and creating presentation materials Monitoring a campaign s progress Briefing creative agencies and managing projects / deadlines Please this document to all existing and new suppliers of materials that feature SARH logos. This includes suppliers of creative / design / signage / promotional items, including clothing etc. It is our responsibilty to ensure suppliers are aware of and follow our guidelines, including logo style and colour palette. Master logos are available from P:\Branding on the Shared Drive.

4 2.0 SARH logo The SARH logo is our main brand and should be used on all documents. The logo exists in two formats, horizontal and vertical. The primary horizontal format should be used where possible. The secondary vertical format should only be used when the horizontal format does not work within the space available. Master logos are available from P:\Branding on the Shared Drive. Primary logo - Horizontal format Secondary logo - Vertical format

5 2.1 SARH logo alternative colourways The colourways shown here are alternative options. Use a reversed out (white) logo if printing on a dark background. Always use the supplied master artwork files. See section 9 for all available file types. Primary logo - Horizontal format Master logo Secondary logo - Vertical format Master logo

6 2.2 SARH logo size Logo sizes The logo must always be prominent to achieve maximum impact. The appropriate size will vary depending on the format and space available. Minimum - Using the main SARH horizontal logo any less than 40mm as shown is likely to affect how easily it can be read. 40mm Maximum - There is no maximum size but it is important to achieve a balance with any other logos / graphics being included. Tip - To change the size of the logo on screen, for example in a Word or PowerPoint document, grab the bottom right hand corner of the logo to reduce or increase its size while retaining the original proportions. If in doubt, please seek advice from SARH Marketing.

7 3.0 SARH colours Our corporate blues and red help people to recognise a publication as ours. You can use tints of the corporate colours for backgrounds. Please note: The full colour SARH and HW logos are always reproduced using the corporate colours at 100%. Primary SARH colours SARH blue Pantone: 293c CMYK: 100 / 50 / 2 / 0 RGB: 0 / 113 / 184 Hex / Web #: 0072B9 SARH red Pantone: 485c CMYK: 1 / 100 / 99 / 0 RGB: 234 / 29 / 38 Hex / Web #: EB1C26 SARH dark blue Pantone: 289c CMYK: 100 / 64 / 0 / 60 RGB: 0 / 45 / 89 Hex / Web #: 002D59 Tints 100% 90% 80% 70% 60% 50% 40% 30% 20% 10%

8 3.1 SARH secondary colours There may be times when you need to use alternative colours for leaflets etc. The secondary colour palette has been created for this purpose. Tints of the secondary colours can be used to give a broader range. These colours have been carefully chosen to work with all the SARH logos. Secondary colours Pantone: 7473c CMYK: 74 / 5 / 46 / 3 RGB: 30 / 157 / 139 Hex / Web #: 1E9D8B Pantone: 570c CMYK: 63 / 0 / 35 / 0 RGB: 121 / 202 / 189 Hex / Web #: 79CABD Pantone: 7413c CMYK: 1 / 65 / 96 / 4 RGB: 212 / 123 / 34 Hex / Web #: D47B22 Pantone: 201c CMYK: 8 / 100 / 65 / 34 RGB: 152 / 30 / 50 Hex / Web #: 981E32 Pantone: 653c CMYK: 96 / 59 / 4 / 19 RGB: 33 / 87 / 138 Hex / Web #: 21578A Pantone: 2995c CMYK: 83 / 1 / 0 / 0 RGB: 0 / 169 / 224 Hex / Web #: 00A9E0 Full colour versions The colour version of each logo should be used as a first choice on documents. These logos have been designed to be used on a white background. They should not be used over photographs, other colours or text as this will detract from their impact and clarity. Above are the colour references for each sub brand. The CMYK or Pantone references may be asked for when you are working with a printer or design studio. When the logo is being reproduced for screen output, you will need the RGB breakdown. When the logo is being reproduced for web output, you will need the hexadecimal (web #) reference.

9 4.0 Typography SARH use Enriqueta and Arial typefaces. Enriqueta is a contemporary, bold, slab serif font which adds personality to our brand and is used in our logo. Arial should be used for letters, s, digital body text etc. Typefaces Example dummy text Enriqueta regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Enriqueta bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Arial regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Arial bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Nulla vivamus color amet fusce Proin vulputate interdum justo non scelerisque. Etiam sed aliquam dui. Suspendisse vitae aliquet nulla, sed luctus orci. Integer fermentum ultrices augue, vestibulum ullamcorper felis posuere vel. Primary heading text - Enriqueta bold Body copy - Arial regular Proin vulputate interdum justo non scelerisque nulla vitre aller consectetur. Felis posuere It is important that Arial is used for all body text in documents. Minimum type size is 12pt. Quote text - Enriqueta bold Where Arial is used bigger than 12pt, Enriqueta can be used for headings.

10 5.0 Photography Using images is an effective way of communicating our values. Our work is about supporting communities and making a difference to people s lives, so the images we use should support this. SARH Photograph library SARH has an images library. All staff can access this from P:\Marketing\Images on the Shared Drive or from the Staff Marketing page of the SARH website. Supplying photographs or illustrations for a printed publication or document Do not supply photographs you have downloaded from the internet for inclusion in publications. The quality of these images is likely to be poor and you risk infringing copyright. Taking your own photographs Photos can be extremely powerful if they tell a story. One good large photo will usually have more impact than several smaller ones. Hints and Tips Avoid shots where the subjects appear unaware that a photograph is being taken. Include bold, strong shapes and make sure the background is not cluttered or untidy. Make it clear what the subject of the photograph is. Copyright Before you take a photograph of a person you must get their permission. This applies if you are taking the photograph yourself or if a photographer is taking them on our behalf. If the photo has been supplied by a third party ask for confirmation that we can use it. Consent forms can be found in P:\Marketing \Images folder or on the Staff Marketing page of the SARH Website.These should be signed and scanned into P:\Marketing\Images folder. Health and Safety If photographing staff at work, please ensure that they are wearing the appropriate personal protective equipment, SARH uniform, SARH ID badge and are working safely. Photos of crowds You don't need to get the permission of everyone in a crowd shot. You or the photographer should warn everyone before you take a the photo to give people a chance to move out of the shot. Parents' permission should be obtained to take photos of those under 16yrs and a consent form should be signed.

11 6.0 Introduction to our sub brands This section of the brand guidelines relates specifically to the following sub-branded subsidiary services: YouFirst - an Independent Living service and award winning Telecare provider. RepairsFirst - a repairs and maintenance service. HomesFirst - a 'Choice Based Lettings' scheme. NeighbourhoodsFirst - working with the community. When we produce printed information for Customers we should use these sub brands. Their associated logos incorporate 'Stafford and Rural Homes' so they can be used on their own. If space allows / if appropriate, the main SARH logo should also be used. This will help to differentiate the service from SARH and build brand recognition of the individual services with a range of target audiences. This approach is particularly important in customer communications. Master sub brand logos are available from P:\Branding on the Shared Drive.

12 6.1 Sub brand identities The sub brand logos consist of three elements as illustrated: The sub brand lettering such as 'RepairsFirst', the symbol incorporating 15 squares, the strapline 'Stafford and Rural Homes', which reinforces our principal brand.

13 6.2 Sub brand white out logos If the logo appears against a solid colour, a white out version should be used as shown. Always use the supplied master artwork files. See section 9.1 for all available file types.

14 6.3 Sub brand black logos If you cannot use the two-colour version, or if documents will be printed in black-and-white or photocopied, the black version can be used. Always use the supplied master artwork files. See section 9.1 for all available file types.

15 6.4 YouFirst sub brands Logos have also been created for the YouFirst sub brands. Master YouFirst logos are available from P:\Branding on the Shared Drive. Always use the supplied master artwork files. See section 9.1 for all available file types.

16 6.5 Sub brands colours The sub brand colour palette uses the same red and blue as the SARH logo. People recognise the colours and shapes associated with a brand before even reading the name or strapline. Sub brand colours RepairsFirst green Pantone: 341c CMYK: 85 / 22 / 66 / 5 RGB: 0 / 142 / 115 Hex / Web #: 0B9075 YouFirst yellow Pantone: 144c CMYK: 0 / 48 / 100 / 10 RGB: 248 / 152 / 29 Hex / Web #: F69717 NeighbourhoodsFirst purple Pantone: 7442c CMYK: 50 / 70 / 0 / 0 RGB: 149 / 96 / 164 Hex / Web #: 9560A4 SARH red Pantone: 485c CMYK: 1 / 100 / 99 / 0 RGB: 234 / 29 / 38 Hex / Web #: EB1C26 SARH blue Pantone: 293c CMYK: 100 / 50 / 2 / 0 RGB: 0 / 113 / 184 Hex / Web #: 0072B9 Full colour versions The colour version of each logo should be used as a first choice on documents. These logos have been designed to be used on a white background. They should not be used over photographs, other colours or text as this will detract from their impact and clarity. Above are the colour references for each sub brand. The CMYK or Pantone references may be asked for when you are working with a printer or design studio. When the logo is being reproduced for screen output, you will need the RGB breakdown. When the logo is being reproduced for web output, you will need the hexadecimal (web #) reference.

17 6.6 Sub brand logo size Logo sizes The logo must always be prominent to achieve maximum impact. The appropriate size will vary depending on the format and space available. Minimum - Using a logo any less than 40mm as shown is likely to affect how easily it can be read. 40mm Maximum - There is no maximum size but it is important to achieve a balance with any other logos / graphics being included. Tip - To change the size of the logo on screen, for example in a Word or PowerPoint document, grab the bottom right hand corner of the logo to reduce or increase its size while retaining the original proportions. If in doubt, please seek advice from SARH Marketing.

18 7.0 Housing Worx logo The logo exists in two formats, horizontal and vertical. The primary horizontal format should be used where possible. The secondary vertical format should only be used when the horizontal format does not work within the space available. For colour specification details please refer to the SARH colour palette (section 3). Primary logo - Horizontal format Secondary logo - Vertical format

19 7.1 Alternative colourways The colourways shown here are alternative options. Use a reversed out (white) logo if printing on a dark background. Always use the supplied master artwork files. See section 9 for all available file types. Primary logo - Horizontal format Master logo Secondary logo - Vertical format Master logo

20 8.0 Use of parent company details By law, the Stafford and Rural Homes registration details must appear on all official documents being produced by the parent company. The details should appear as follows: Registered Office The Rurals, 1 Parker Court, Staffordshire, Technology Park, Beaconside, Stafford, ST18 0WP Registered Company No: Registered Charity No: Registered by the Homes & Communities Agency (HCA) No: L4458 Housing Worx Limited Registered Company No: VAT registration details should also appear on letterheads. VAT Registration Number:

21 8.1 Use of other logos Awards logos SARH is entitled to use a range of other logos, for example to reflect our Times Top 100 status and RoSPA Gold. Please only use these logos where they are relevant. All staff can access these logos from P:\Marketing \Images on the Shared Drive or from the Staff Marketing page of the SARH Website.

22 9.0 SARH and Housing Worx master logo files Please do not alter or ask a design agency to alter the SARH, sub brands or Housing Worx logos. Where possible we should aim to use the full colour version on a white background. The following file types can be requested from SARH Marketing. SARH logos Print use SARH_horizontal_full_colour_CMYK.eps SARH_horizontal_red_CMYK.eps SARH_horizontal_blue_CMYK.eps SARH_horizontal_black_CMYK.eps SARH_horizontal_white_out_red_CMYK.eps SARH_horizontal_white_out_blue_CMYK.eps SARH_horizontal_white_out_black_CMYK.eps HousingWorx logos Print use HW_horizontal_full_colour_CMYK.eps HW_horizontal_red_CMYK.eps HW_horizontal_blue_CMYK.eps HW_horizontal_black_CMYK.eps HW_horizontal_white_out_red_CMYK.eps HW_horizontal_white_out_blue_CMYK.eps HW_horizontal_white_out_black_CMYK.eps SARH_vertical_full_colour_CMYK.eps SARH_vertical_red_CMYK.eps SARH_vertical_blue_CMYK.eps SARH_vertical_black_CMYK.eps SARH_vertical_white_out_red_CMYK.eps SARH_vertical_white_out_blue_CMYK.eps SARH_vertical_white_out_black_CMYK.eps HW_vertical_full_colour_CMYK.eps HW_vertical_red_CMYK.eps HW_vertical_blue_CMYK.eps HW_vertical_black_CMYK.eps HW_vertical_white_out_red_CMYK.eps HW_vertical_white_out_blue_CMYK.eps HW_vertical_white_out_black_CMYK.eps Screen use SARH_horizontal_full_colour_RGB.jpg SARH_horizontal_red_RGB.jpg SARH_horizontal_blue_RGB.jpg SARH_horizontal_black_RGB.jpg SARH_horizontal_white_out_red_RGB.jpg SARH_horizontal_white_out_blue_RGB.jpg SARH_horizontal_white_out_black_RGB.jpg Screen use HW_horizontal_full_colour_RGB.jpg HW_horizontal_red_RGB.jpg HW_horizontal_blue_RGB.jpg HW_horizontal_black_RGB.jpg HW_horizontal_white_out_red_RGB.jpg HW_horizontal_white_out_blue_RGB.jpg HW_horizontal_white_out_black_RGB.jpg SARH_vertical_full_colour RGB.jpg SARH_vertical_red_RGB.jpg SARH_vertical_blue_RGB.jpg SARH_vertical_black_RGB.jpg SARH_vertical_white_out_red_RGB.jpg SARH_vertical_white_out_blue_RGB.jpg SARH_vertical_white_out_black_RGB.jpg HW_vertical_full_colour_RGB.jpg HW_vertical_red_RGB.jpg HW_vertical_blue_RGB.jpg HW_vertical_black_RGB.jpg HW_vertical_white_out_red_RGB.jpg HW_vertical_white_out_blue_RGB.jpg HW_vertical_white_out_black_RGB.jpg

23 9.1 Sub brand master logo files YouFirst logos Print use YF_colour_CMYK.eps YF_black_CMYK.eps YF_white_out_yellow_CMYK.eps YF_white_out_black_CMYK.eps HomesFirst logos Print use HF_colour_CMYK.eps HF_black_CMYK.eps HF_white_out_red_CMYK.eps HF_white_out_black_CMYK.eps Screen use YF_colour_RGB.jpg YF_black_RGB.jpg YF_white_out_yellow_RGB.jpg YF_white_out_black_RGB.jpg Screen use HF_colour_RGB.jpg HF_black_RGB.jpg HF_white_out_red_RGB.jpg HF_white_out_black_RGB.jpg YouFirst - Independent Living logos Print use YFIL_colour_CMYK.eps YFIL_black_CMYK.eps YFIL_white_out_yellow_CMYK.eps YFIL_white_out_black_CMYK.eps RepairsFirst logos Print use RF_colour_CMYK.eps RF_black_CMYK.eps RF_white_out_green_CMYK.eps RF_white_out_black_CMYK.eps Screen use YFIL_colour_RGB.jpg YFIL_black_RGB.jpg YFIL_white_out_yellow_RGB.jpg YFIL_white_out_black_RGB.jpg Screen use RF_colour_RGB.jpg RF_black_RGB.jpg RF_white_out_green_RGB.jpg RF_white_out_black_RGB.jpg YouFirst - Telecare logos Print use YFT_colour_CMYK.eps YFT_black_CMYK.eps YFT_white_out_yellow_CMYK.eps YFT_white_out_black_CMYK.eps NeighbourhoodsFirst logos Print use NF_colour_CMYK.eps NF_black_CMYK.eps NF_white_out_purple_CMYK.eps NF_white_out_black_CMYK.eps Screen use YFT_colour_RGB.jpg YFT_black_RGB.jpg YFT_white_out_yellow_RGB.jpg YFT_white_out_black_RGB.jpg Screen use NF_colour_RGB.jpg NF_black_RGB.jpg NF_white_out_purple_RGB.jpg NF_white_out_black_RGB.jpg

24 Further information Mara Hargreaves, Commercial and Marketing Manager (Direct)