Brand Guidelines. MAY London-Digital-Security-Centre

Transcription

1 Brand Guidelines MAY London-Digital-Security-Centre

2 Introduction The brand guidelines presented in this document have been created to ensure harmonious use of the London Digital Security Centre logotype across all design and marketing material, as used by both internal and external partners. CONTENTS 3 London Digital Security Centre Name 4 Basic elements 5 Recommended reproduction sizes Minimum size Clear space 6 Correct usage Incorrect usage 7 Colour palette Core colours Applied colour psychology 8 Colour palette Secondary colours 9 Typefaces 2

3 London Digital Security Centre We are a Not for Profit organisation, launched by the Mayor of London as a joint venture with the Metropolitan Police and City of London Police. We work with Academia and specialists from Private Industry to help businesses innovate, grow and prosper through operating in a secure digital environment. Our target audience is businesses operating in London with employees. We have plans to expand this area in 2018 and beyond. We are very approachable and want to build trust with our partners and members in a non-pressurised way. We want to encourage businesses to make use of the free services, building a foundation before spending money on the next stage. We want to encourage a two-way exchange of information and also to encourage businesses to sign up to the free membership scheme where security services are tailored to individual requirements. consists of the organisation name spelt in full (London Digital Security Centre), the heartbeat line and the strapline (Protecting London's Businesses). There are two versions of the logotype one with a short heartbeat line and one with an extended heartbeat line. The extended version is for use on stationery, report covers, PowerPoint presentations and other literature as per the templates provided. The short version for all other uses. NAME London Digital Security Centre is not to be abbreviated to LDSC. After the initial use of London Digital Security Centre, further references in text should be referred to as the Centre with a capital C. LDSC should only be used informally. 3

4 continued BASIC ELEMENTS The London Digital Security Centre logotype is the official mark and must never be re-drawn or reproduced from any other printed, digital or photocopied source. With extended heartbeat Digital master artworks of the mark are available in several different file formats to ensure effectiveness in a range of media applications. can be used in full colour with black lettering or reversed out with white lettering. Artwork files are available from: Alison Page Director of Communications London Digital Security Centre (LDSC) Mobile: +44 (0) a.page@londondsc.co.uk PARTNER LOGOS Extended heartbeat reversed out The version of the logotype combined with partner logos as shown opposite is forlondon Digital Security Centre use only. Partner logos 4

5 continued 35mm minimum width 140 pixels minimum width RECOMMENDED REPRODUCTION SIZES In order to maintain levels of consistency and quality across communications, specific size constraints must be adhered to. MINIMUM SIZE To ensure that the London Digital Security Centre identity is clearly visible, there is a minimum print reproduction size of 35mm wide and a minimum on-screen reproduction size of 140px wide. Printed minimum reproduction size On-screen minimum reproduction size CLEAR SPACE The area outside the dashed lines indicates the clear space. This area should be kept free of other elements. clear space clear space clear space clear space Clear space = height of 'L' of London 5

6 continued CORRECT USAGE CORRECT USAGE Where possible the logotype should always appear as the full colour version printed using either the Pantone or CMYK colour specifications. The web safe colour specification should be used for on-screen applications. When it is not possible to use the full colour version there is the option to use the reversed out version. INCORRECT USAGE These represent just a few examples of how the logotype should not be used. It is impossible to cover every conceivable instance that may arise, but if you are in doubt please contact: Alison Page Director of Communications London Digital Security Centre (LDSC) Mobile: +44 (0) a.page@londondsc.co.uk Full colour version INCORRECT USAGE Reversed out version X Do not stretch or distort the logotype X Do not change the colours of the logotype 6

7 Colour palette CORE COLOURS The London Digital Security Centre logotype consists of two core colours green and black. These are the primary colours and should be used as the predominant palette. To colour match always use the correct logotype file for the required application or refer to the Pantone Colour Formula Guide (PMS) to ensure consistency throughout all applications and media. The Pantone and CMYK colour references are suitable for both coated and uncoated paper stocks. APPLIED COLOUR PSYCHOLOGY The London Digital Security Centre colours are drawn from applied colour psychology Group Four colours. Group Four colours are cold and either very light or very dark. Pure white and pure black only appear in this colour group. They are blue based. The colours communicate uncompromising excellence, efficiency and leadership. These messages should be combined with text and image content that endorses our brand values and complements our tone of voice. They should demonstrate we are legitimate, credible, approachable, sensible, pragmatic and authoritative with convincing messages that are backed up with statistics. Black PMS Black CMYK 0c 0m 0y 100k RGB R0 G0 B0 HEX # % 20% 30% 40% 50% 60% 70% 80% 90% Green PMS 376 CMYK 50c 0m 100y 0k RGB R132 G189 B0 HEX # 84BD00 10% 20% 30% 40% 50% 60% 70% 80% 90% It is acceptable to use tints of core and secondary colours Note pure white is also considered as a palette colour 7

8 Colour palette SECONDARY COLOURS The secondary colours have been chosen to harmonise with the core colours. They should be used to enhance campaigns and distinguish communications. They do not replace the core colours. Dark Blue PMS 2758 CMYK 100c 95m 5y 39k RGB R0 G30 B98 HEX # 001E62 Lilac PMS 2715 CMYK 56c 62m 0y 0k RGB R139 G132 B215 HEX # 8B84D7 Light Blue PMS 2708 CMYK 30c 13m 0y 0k RGB R184 G204 B234 HEX # B8CCEA Red PMS 206 CMYK 0c 100m 50y 0k RGB R206 G0 B55 HEX # CE0037 Red to be used sparingly in small quantities and only as a highlight 8

9 Typefaces LATO Lato typeface is the primary font. It is available as a free download from Google fonts for desktop and website use. It comes in a variety of weights but the recommendation is to use only the Regular, Regular Italic, Bold and Bold Italic weights. This will ensure consistency, clarity and legibility across different media and applications. ARIAL Arial typeface maybe used if access to Lato is not possible. Use Regular and Bold weights with Italics for additional highlighting. Lato Regular abcdefghijklmnopqabcdefghi Lato Bold Lato Italic Lato Bold Italic Arial Regular abcdefghijklmnopqabcdefghi Arial Bold Arial Italic Arial Bold Italic 9