Wandle Valley Branding Guidelines 1

Transcription

1 Wandle Valley Branding Guidelines 1

2 Produced: November 2013 by Barker Langham 2

3 Contents Introduction Logo Colour palette Typeface and hierarchy Brand usage Co-branding

4 Introduction Wandle Valley These guidelines provide clear and practical rules that will help everyone involved with the Wandle Valley apply the brand. Using the brand effectively will ensure that as many people as possible recognise the Wandle Valley as a distinctive linear park in South-West London that connects the communities of Wandsworth, Merton, Sutton and Croydon along the course of the River Wandle. The landscape is diverse, incorporating industrial heritage, urban density, parks and other green spaces. It is a place of active recreation where people can participate in a range of activities, enjoy a landscape undergoing regeneration and get involved in local events and projects. Our vision is to inspire Londoners to engage in the Wandle s past and present, to contribute to the area s prosperity and to lead healthier lives. Our messages should be positive and welcoming so that everyone feels that the Wandle Valley is a place where they can participate, get involved and be active. Our brand is inspired by the industrial heritage of the past, but looks to the future, connecting audiences with the Valley s renaissance. 4

5 Logo Primary logo The logo-collage and logo-type together form our logo, and should not be separated. The logo-type should always be positioned below the logo-collage. Logo-collage Logo-type 5

6 Logo Secondary logo An inverted logo may be used if appropriate, using white on an indigo background. The inverted logo may also be used on black background. 6

7 Monochome (black and white logo) A black and white version of the logo may be used where there are printing restrictions. 7

8 Logo Clear space There should be adequate clear space around the logo to help it stand out. This should be 1 unit of space around the top, bottom, left and right of the logo. One unit is measured from the bottom of the collage square to the bottom of the y. 1 unit 1 unit 1 unit 1 unit 1 unit 8

9 Minimum size The smallest legible size for logo use differs whether you are using the logo in print or on screen. The minimum sizes are indicated below. Print Minimum size 25mm Screen Minimum size 80 pixels 25mm 80px 9

10 Logo Illustrative elements The people in the logo-collage can be highlighted through the use of colour from the secondary colour palette e.g. when promoting events or projects involving people. 10

11 Only one colour from the secondary colour palette should be used in the logo-collage. Any number of people can be highlighted e.g. 1,2,3,4 or 5. 11

12 Colour palette Primary colour Our primary colour is inspired by the indigo discharge process used by artist and designer William Morris to dye and print fabrics in his workshop on the River Wandle. Pantone Color Bridge 540 CMYK 100 / 80 / 38 / 38 RGB 0 / 47 / 86 HTML # RAL 5003 Saphir blau 5% tint A 5% tint is the minimum that should be used for indigo. 12

13 Secondary colours Indigo is the primary colour, but a secondary palette of complementary colours can also be used e.g. for heading text, or to highlight illustrative elements in the logo-collage. They can also be used in the landscape to help the Wandle Valley brand stand out. Please use the exact specifications below. Pantone Color Bridge 314 CMYK 100 / 3 / 18 / 14 RGB 0 / 148 / 180 HTML #0094B4 Pantone Color Bridge 347 CMYK 72 / 0 / 72 / 0 RGB 65 / 184 / 120 HTML #41B878 Pantone Color Bridge 151 CMYK 0 / 60 / 100 / 0 RGB 245 / 130 / 31 HTML #F5821F 10% tint 10% tint 10% tint A 10% tint is the minimum that should be used for the secondary colours. 13

14 Typeface and hierarchy Typeface The Wandle logo-type is New Clarendon. New Clarendon should also be used for titles. All sub-titles, headings and body text should be in Frutiger. New Clarendon A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z ±!@ $%^&*()_+ Frutiger A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z ±!@ $%^&*()_+ 14

15 Text hierarchy Title New Clarendon 30pt+ / auto leading Indigo Title case Sub-title Frutiger (55 Roman) 16pt / auto leading Indigo Sentence case Heading Sub-heading Frutiger (65 Bold) 11pt / auto leading Teal Sentence case Frutiger (45 Light) 11pt / auto leading Teal Sentence case Body text Body italics Frutiger (45 Light) 11pt / auto leading Black Sentence case Frutiger (46 Light Italic) 11pt / auto leading Black Sentence case Body bold Frutiger (65 Bold) 11pt / auto leading Black Sentence case Captions Frutiger (45 Light) 9pt / auto leading Teal Sentence case 15

16 Brand usage Stationery The Wandle Valley logo should be placed in the top right hand corner of all stationery, documents and marketing materials. Logo should always be top right Tinted pattern can be optional Image should take up at least 1 /3 of a page River Wandle Spring Review

17 Logo can be on top of an image if there is enough clear space Image can take up 2 /3 of a page Wandle Valley Activity Report

18 Brand usage Agenda Meeting of Wandle Valley Regional Park Trust Greenways sub group Tuesday 12th November pm 9.00pm: Snuff Mill upstairs meeting room. Morden Hall Park Trustees and Sub Group Members: A. Sample B. Example C. Name Agenda 1. Agree priorities for the sub group and meeting agenda: 2. Cancellation of the Greenways inquiry Aim: to review the decision to cancel the inquiry and the implications for the work of the sub group, including feedback from stakeholders 3. Inquiry themes: Aim: to consider the proposed lines of inquiry and consider them in the context of the priorities for the group and the meeting a. Landscape character: How will the palette reflect and respect local landscape character, identity and the diversity of green spaces along the valley whilst making an important contribution to developing visual coherence and identity for the regional park; b. Scope of draft guidance: Is the scope of the draft palette too wide, making the guidance appear too prescriptive and seeking to apply a one sized fits all solution that threatens to erode landscape character and diversity; c. Greenway users: How does the draft guidance relate to the use of Greenways by different members of the public and what role does design have in seeking to resolve conflict between different users; 4. Consultation: Aim: to agree plans for stakeholder consultation prior to the Board meeting on 22nd January 5. AOB and action plan: Aim: to confirm timetable for the agreed headline actions 18

19 Letterhead and business card Mr X. Example Merton Abbey Mills Merantun Way Wimbledon London SW19 2RD Morden Hall Park Morden Hall Road Morden Surrey SM4 5JD Merton Abbey Mills Merantun Way London SW19 2RD Dear Mr A. Sample, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam id ligula sem. Suspendisse pretium enim ac ullamcorper pretium. Aenean ante sapien, auctor nec urna quis, vehicula hendrerit leo. Vivamus bibendum nisi sed tellus rutrum, in ornare lectus porta. Proin luctus at dui non molestie. Interdum et malesuada fames ac ante ipsum primis in faucibus. Praesent enim sem, mollis at pellentesque id, feugiat at magna. Donec volutpat egestas est sit amet dapibus. Donec ut neque eget justo tristique pulvinar pulvinar in justo. Mauris adipiscing metus sit amet eros sodales sagittis. In sit amet semper libero, quis posuere nunc. Pellentesque tincidunt sapien leo, eget semper sapien porta sit amet. Sed sit amet dolor urna. Proin et nisi auctor, tincidunt urna eu, lacinia libero. Interdum et malesuada fames ac ante ipsum primis in faucibus. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. In sagittis eros tortor, sollicitudin blandit dolor tristique et. Praesent posuere bibendum molestie. Nunc dapibus velit sem, eget iaculis turpis sollicitudin eu. Integer posuere scelerisque adipiscing. Nunc tempus scelerisque sem in fermentum. Sed mattis, lacus at fringilla scelerisque, diam enim vulputate enim, ut viverra lectus quam eget arcu. Vestibulum tristique diam vel leo viverra, non dignissim nulla scelerisque. Sed quis pulvinar velit. Integer tristique elit ac semper dictum. Nulla mollis erat nulla, ac faucibus orci pulvinar id. Phasellus volutpat dui in facilisis sagittis. Sed tellus arcu, imperdiet quis placerat ac, laoreet at erat. Integer suscipit scelerisque imperdiet. Nulla vel justo non felis rutrum euismod at at eros. Cras et lorem posuere, tincidunt metus sit amet, tristique elit. Morbi nec nunc ut sapien commodo elementum. Mauris aliquam tortor id dui ultrices condimentum. Duis et velit placerat lectus condimentum viverra. Aenean eu nibh et sem molestie aliquam. Nunc dolor lectus, faucibus eget enim vel, pellentesque faucibus ligula. In eu tellus at libero porta luctus id in diam. Aliquam tempus nulla eget erat tempor laoreet. Nullam sit amet velit ultrices, porttitor diam et, pulvinar purus. Suspendisse convallis tempus purus eget tincidunt. Yours sincerely, Mr X. Example 19

20 Brand usage PowerPoint PowerPoint presentations should use Lucida Sans, as this font is available on all computers. Text hierarchy should be as follows: Title Sub-title Heading Sub-heading Body text Body text bullets Body text sub-bullets Lucida Sans 42pt+ Indigo or White Title case Lucida Sans 28pt+ Indigo or White Sentence case Lucida Sans 36pt Teal Sentence case Lucida Sans 24pt Teal Sentence case Lucida Sans 18pt Black Sentence case Lucida Sans 18pt Black Sentence case Lucida Sans 18pt Grey (50% black) Sentence case 20

21 Cover Title Subtitle Cover Title Subtitle In sagittis eros tortor, blandit dolor tristique et. Praesent posuere bibendum molestie, nunc dapibus velit sem eget. Cover Title Subtitle In sagittis eros tort Blandit tristique et Praesent posuere Bibendum molestie. Sed mattis, lacus at fringilla scelerisque, ut viverra lectus quam non dignissim nulla scelerisque. Cover Title Cover Title Subtitle In sagittis eros posuere tortor, blandit dolor tristique sem lacus at. Subtitle xxx xxx xxx xxx 21

22 Brand usage signature X. Example Chief Executive l Wandle Valley Regional Park Trust t: e: x.example@wandlevalleypark.co.uk w: twitter: 22

23 Products 23

24 Brand usage In the landscape The Wandle Valley brand can be used across the landscape on signage, finger-posts, and way-finding infrastructure. There is also scope to use the logo-collage creatively e.g. with temporary stencils on paving or the use of illustrative elements in landscape furniture. These elements should be part of the existing fabric and structure of the Wandle Valley, providing function as well as beauty, and not adding new visual or physical clutter. Wandle Trail 24

25 Wandle Trail 25

26 Co-branding Documents and marketing materials produced by the Wandle Valley The Wandle Valley logo should always be positioned top right. Morden Hall Park Annual Report 2014 Partner logos should be positioned bottom right 26

27 wave and waterwheel graphics. These elements appear together in a fixed relationship. Colour version Wandle Valley Activity Report 2014 Partner logos should be positioned bottom right 27

28 Co-branding Documents and marketing materials produced by partners The Wandle Valley logo can be positioned according to partner guidelines e.g. bottom left, bottom right or elsewhere. 28

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