Brand Guidelines. Version 1 / May 2016

Transcription

1 Brand Guidelines

2 Brand Guidelines 02 Contents 01 Introduction Identity The Hadrian s Wall World Heritage Site logo Exclusion zone Separated logo Non UNESCO logo Sub-brands Incorrect usage Supporting Graphics The Roman figure Graduated band and strip Entire Roman in use Examples Map leaflet front Map leaflet back Signage - wall mounted Signage - floor standing Colour Palette Colours used in the logo Colour tints Typefaces Headings Introductory paragraphs and 14 secondary headings 04.3 Body copy and information 15 graphics

3 Brand Guidelines Introduction This document outlines the rules for the basic elements of the Hadrian s Wall World Heritage Site brand: logo, colours, our typefaces and other graphic elements. By applying the rules in this document consistently, you can help us ensure that our visual presence always retains a bold, strong family resemblance.

4 Brand Guidelines The Hadrian s Wall World Heritage Site logo This is the official logo for the Hadrian's Wall World Heritage Site. It combines the Hadrian's Wall Country and UNESCO/Frontiers of the Roman Empire WHS logos to provide a consistent brand identity for the World Heritage Site. This logo should be used by sites/properties along Hadrian's Wall that are officially part of the World Heritage Site or connected to it, to promote the World Heritage Site for educational, scientific, cultural or artistic purposes. This logo should NOT be used for commercial purposes *, for the sale of goods or services such as souvenirs (cups, t-shirts, pens etc), accommodation, food and drink or by tourism businesses (e.g. walking and cycling companies). The logo cannot be used by businesses on their own material e.g. leaflets, letterheads, posters etc to promote their services. In these cases, where businesses have a legitimate connection to the World Heritage Site (e.g. providing tourism services such as accommodation, food and drink, walking and cycling activities) the logo on page 7 should be used. * Definition of commercial use: The sale of goods or services bearing the name, acronym, logo and/or Internet domain name of UNESCO combined with the World Heritage Emblem chiefly for profit shall be regarded as commercial use.

5 Brand Guidelines Exclusion zone Always maintain a minimum clear space around the logo. Where possible, the logo should be positioned over a light background. Text may be reversed out on mid-tone backgrounds if necessary.

6 Brand Guidelines Separated logo The separated logo elements should be the same height as each other (rather than the same width, as in the standard logo) same height same height

7 Brand Guidelines Non UNESCO logo This logo can be used by tourism and other businesses that have a legitimate connection to the World Heritage Site and/or Hadrian's Wall Country. This includes providers of tourism services such as accommodation, food and drink, crafts and local produce, walking and cycling activities, re-enactment groups. This logo can be used by such businesses on advertising materials, souvenirs, letterheads, leaflets, posters, websites etc

8 Brand Guidelines Sub-brands To support the variety of tourism experiences and aspects of Hadrian s Wall Country, there are a number of sub-brands that can be used to highlight particular services.

9 Brand Guidelines Incorrect usage The examples on this page illustrate incorrect uses of the logo, which undermine the brand quality, status, clarity and consistency. Please note: under no cirumstances use the old logo. NEVER SHOWN IN ANY COLOUR OTHER THAN 3 CORE COLOURS OR BLACK & WHITE NEVER ROTATED OTHER THAN 90 COUNTER CLOCKWISE FOR SPECIAL CIRCUMSTANCES NEVER DISTORTED HADRIAN S WALL C O U N T R Y Hadrian s Wall C O U N T R Y LOGO NEVER RECREATED IN A DIFFERENT TYPEFACE NEVER RE_SIZE ELEMENTS OF THE MARK SEPARATELY NEVER INFRINGE UPON THE MARK S ECLUSION ZONE

10 Introduction Identity Colour Palette Typefaces Supporting Graphics Examples Brand Guidelines Incorrect usage cont... The examples on this page illustrate incorrect uses of the logo, which undermine the brand quality, status, clarity and consistency. Please note: under no cirumstances use the old logo. One Epic Adventure NEVER COMPROMISE THE LEGIBILITY AND STANDOUT OF THE MARK NEVER ARRANGE THE ELEMENTS DIFFERENTLY NEVER USE WITH A STRAPELINE

11 Brand Guidelines Colours used in the logo Colours used in the logo Pantone 291 Pantone 718 Pantone 634 Pantone Process Black Pantone 424 Process colour: C - 50 M Y - 0 K - 50 Process colour: C - 0 M - 70 Y K - 25 Process colour: C M - 0 Y - 0 K - 40 Process colour: C - 0 M - 0 Y - 0 K Process colour: C - 0 M - 0 Y - 0 K - 70 RGB R - 94 G - 10 B - 79 RGB R G - 85 B - 4 RGB R - 0 G B RGB R - 29 G - 29 B - 27 RGB R G B - 111

12 Brand Guidelines Colour tints Pantone 261 Process colour: C - 50 M Y - 0 K - 50 Pantone 718 Process colour: C - 0 M - 70 Y K - 25 Pantone 634 Process colour: C M - 0 Y - 0 K - 40 Pantone Process Black Process colour: C - 0 M - 0 Y - 0 K Pantone 424 Process colour: C - 0 M - 0 Y - 0 K - 70 This colour palette should be used on printed or digital items in association with both the official World Heritage Site logo and the logo for use by tourism businesses. The colours have been selected because they complement the colours used in the logo itself. 90% 80% 70% 60% 50% 40% 30% 20% 10%

13 Brand Guidelines Headings TRAJAN PRO Hadrian s Wall personality in type. You produce thousands of messages a year, from leaflets to web pages, so type is a major part of the identity. abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWYZ (,.:;) &@%?!/+-= TRAJAN BOLD abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWYZ (,.:;) &@%?!/+-= Trajan is an old style serif typeface designed in 1989 by Carol Twombly for Adobe. The design is based on the letterforms of capitalis monumentalis or Roman square capitals, as used for the inscription at the base of Trajan's Column from which the typeface takes its name. Since the inscription and its writing form manifests in only one case, Trajan is an all-capitals typeface. Instead, small caps are commonly used, and a more complete set of glyphs contained in Trajan Pro (a 2001 update of the original typeface) includes a lower case of small caps. Trajan Pro is used for headings, primary and secondary. TRAJAN REGULAR

14 Brand Guidelines Introductory paragraphs and secondary headings LaGioconda La Giaconda was inspired by lettering of the Renaissance lettering master Giovanni Francesco Cresci. La Giaconda is used mainly for introductory paragraphs with it s upper and lowercase font. It compliments the Trajan Pro headings. Can also be used for secondary headings. abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWYZ (,.:;) &@%?!/+-= LA GIOCONDA REGULAR

15 Introduction Identity Colour Palette Typefaces UNESCO Supporting Examples Graphics Brand Guidelines Body copy Helvetica Neue abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWYZ (,.:;) Helvetica Neue is a timeless classic. Helvetica is a widely used sans-serif typeface developed in 1957 by Swiss typeface designer Max Miedinger with input from Eduard Hoffmann. Helvetica is used for the main body text and information graphics. For example maps, event information etc. This was chosen due to being extremely readable and works very well for use in large amounts of text. HELVETICA NEUE 75 BOLD abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWYZ (,.:;) &@%?!/+-= HELVETICA NEUE 45 LIGHT

16 Brand Guidelines The Roman figure Supporting graphics are important in the branding. The Roman figure provides a dynamic and eye catching symbol communicating to visitors the essence of the frontier garrison. The figure represents an auxiliary soldier. Use the Roman figure: - as a cutout in the purple graduated title band - as a tint in the background on publicity material, signage etc. Choose from the colour palette and use a tint from these. Use a photograph or as a bold graphic. - can be cropped (see page 18 for an example) NEVER distort the Roman NEVER compromise the legibility of the Roman NEVER rotate other than 90 counter clockwise for special circumstances black or reversed out a tint from colour palette using a photo

17 Brand Guidelines Graduated title band and strip Here is the breakdown of the elementsthat make up the title header Graduated title band The Roman graphic The Roman graphic & a Hadrian s Wall image The Roman graphic with the addition of the secondary strip Plan your visit to Hadrian s Wall Country All the elements including the new logo & title to show how the header strip can be used Your map to the Wall and Cumbrian coastal defences

18 Brand Guidelines Entire Roman in use This is an example of a bus stop poster which shows the entire Roman figure in use.

19 Brand Guidelines Map leaflet front Example of : - feel of the branding - use of the colours - headings - fonts - images - awards logos

20 Brand Guidelines Map leaflet back Example of : - the Hadrian s Wall Country map - information graphics bus route map - headings - fonts - feel of the branding

21 Brand Guidelines Signage - wall mounted Sigange from Carlisle railway station Example of : - headings - map - colours - fonts - feel of the branding

22 Brand Guidelines Signage - floor mounted Interpretation graphics proposed for Haltwhistle railway station Example of : - headings - map - colours - fonts - feel of the branding