Black Country Brand Guidelines version 1.0

Transcription

1 Black Country 2017 version 1.0

2 Contents Fleximark 3 Fleximark - exclusion zone & size 4 Fleximark - colour breakdown 5 Fleximark - mono version 6 Corporate Typeface 7 Fleximark - division variants 8 Page position 9 Protection 10 Image treatment - graphic devices 11 Core Themes 12 Icons 18 Developing new logos and sign-off procedures 19 Active Black Country Fleximark - exclusion zone and size 21 Fleximark - colour breakdown 22 Fleximark - mono version 23 Corporate Typeface 24 Page position 25 Protection 26 Core Themes 27 2

3 Fleximark This is the Black Country Fleximark. It is the core component of the Black Country brand identity. It is also a brand for the Black Country as a whole. In order for this brand to succeed, it is important to share the Fleximark with as many other Black Country partners as possible. The Black Country needs to persuade all types of events, attractions, businesses, industries, organisations, education and government bodies, developers and employees to show that they also See it in colour and to convince their audiences to do so too. 3

4 Fleximark - exclusion zone & size It is important for the Fleximark to remain legible and distinctive at all times. Text and logos can all sit in close proximity to the Fleximark, but their exact positions will depend on the individual design. It is recommended that no other logos or text appear any closer than the indicated X height at any given proportion away from the Fleximark. However, areas of colour and imagery can butt up directly against or behind the Fleximark. Minimum size The Fleximark loses all of its power to communicate if it is reproduced at a size so small that no-one can read what it says. The words of the strapline and the image of the spectrum need to work together for maximum effect. The Fleximark should not be reduced below a minimum width of 40mm 4

5 Fleximark - colour breakdown This is the primary colour palette of the Black Country Identity. For brand consistency, the colour palette should be incorporated in all marketing material either in it s entirety or as a complementary colour set. The 4-colour breakdown is applicable for all printed material. Pink C0 M100 Y0 K0 Pantone Magenta R236 G0 B140 Blue C78 M30 Y0 K0 Pantone 2925 R17 G146 B209 Jade C75 M2 Y37 K0 Pantone 7465 R0 G181 B176 Purple C58 M76 Y0 K0 Pantone 2583 R127 G88 B165 Yellow C0 M38 Y99 K0 Pantone 7409 R251 G170 B27 Grey C0 M0 Y0 K40 R178 G178 B178 White Black Pantone (Spot) colours can be used where printed material may only require 1-2 colours. Screen (RGB) colours are applicable to file/ graphic elements intended for digital use only. 5

6 Fleximark - mono version To be used in instances where necessary and applicable. Please note: this is not a direct grey scale conversion from the colour master and percentages indicated should be adhered to. White out variations of the mark are not to be used. Black Country LEP Black Country LEP 6

7 Corporate Typeface The primary typeface that is associated with the Black Country brand is Helvetica. Helvetica should be used for all Black Country marketing communications including literature, signage and promotional material and exhibitions. It should also be the typeface used when two or more partners collaborate on a project. All partners and suppliers that are producing marketing material under the Black Country banner should be encouraged to purchase the typeface for their systems. Light Light Oblique Regular Oblique ABCDEFGHIJKLMNOPQRSTUVWXYX abcdefghijklmnopqrstuvwxyx ABCDEFGHIJKLMNOPQRSTUVWXYX abcdefghijklmnopqrstuvwxyx ABCDEFGHIJKLMNOPQRSTUVWXYX abcdefghijklmnopqrstuvwxyx ABCDEFGHIJKLMNOPQRSTUVWXYX abcdefghijklmnopqrstuvwxyx Bold ABCDEFGHIJKLMNOPQRSTUVWXYX abcdefghijklmnopqrstuvwxyx Bold Oblique ABCDEFGHIJKLMNOPQRSTUVWXYX abcdefghijklmnopqrstuvwxyx

8 Fleximark - division varients All Black County divisions now use their own variant of the master fleximark. Sub-division fleximark usage is key to maintaining consistency of style and identity across the whole group. All fleximarks are available as vector eps or jpeg from the partners. 8

9 Page position Primary Position 10mm Secondary Position The fleximark can be placed in either the primary position, top right of the page or the secondary position, bottom right of the page. For both logo placements, the fleximark must sit 10mm from the left or right trimline and 10mm from the top or bottom trimline. Please contact the marketing team if this isn t possible: Active Black Country Joanne Booker joanne_booker@blackcountryconsortium.co.uk tel: Black Country LEP Jaswinder Jandu jaswinder_jandu@blackcountryconsortium.co.uk tel: Black Country Skills Factory Ross Taylor ross_taylor@blackcountryconsortium.co.uk tel: mm Alternatively, please contact the Marketing Department at the Black Country Consortium on for advice. A4 Page A4 Page 10mm 10mm 9

10 Protection Black Country See it in Colour To maintain a strong and instantlyrecognisable identity, it s vital that our fleximark is always presented as it was originally intended. White out variations of the mark are not to be used Never alter the colours of the brandmark Do not attempt to change the text in any way Never re-size or distort the brandmark in a disproportional manner Never re-position, re-size or rotate any individual element of the brandmark Do not use effects or drop-shadows with the brandmark Do not add or combine the brandmark with any other visual elements or words Do not rotate the logo - it must always sit on a horizontal baseline Never separate or remove any elements of the brandmark 10

11 Black Country Image treatment graphic devices Interweaving lines signifying connectivity are a commonly used graphic device across many media types. Imagery may also be treated with the same effect and this is not limited to a fixed style as the examples show. The Deckhouse Waterfront West Dudley Road Brierly Hill DY5 1LW Document Title Subheading 11

12 Core Themes The core palette is utilised for different aspects of our internal and external communication. The following will give you an indication as to which colour applies to which type of communication. SPORT & PHYSICAL ACTIVITY SECTOR SKILLS PLAN 2016 IGNITE ACCELERATE RE-TUNE Black Country LEP Black Country Strategic Engagement Plan Have your say! Upskill your workforce FULLY FUNDED BITE SIZED TRAINING COURSES FOR YOUR EMPLOYEES 12

13 Pink Use this colour predominantly on documentation when presenting Active Black Country C0 M100 Y0 K0 Pantone Magenta R236 G0 B140 13

14 Jade Use this colour predominantly on documentation when presenting Business Enterprise Zones C75 M2 Y37 K0 Pantone 7465 R0 G181 B176 14

15 Yellow Use this colour predominantly on documentation when presenting Place Economic Intelligence Unit C0 M38 Y99 K0 Pantone 7409 R251 G170 B27 15

16 Blue Use this colour predominantly on documentation when presenting People Black Country Skills Factory C78 M30 Y0 K0 Pantone 2925 R17 G146 B209 16

17 Purple Use this colour predominantly on documentation when presenting Black Country Local Enterprise Partnership C58 M76 Y0 K0 Pantone 2583 R127 G88 B165 17

18 Icons Graphical icons are utilised for different aspects of our internal and external communication. person wages environment jobs worker construction finance The following will give you an indication as to which graphical icon applies to which type of communication. skills homes business transport manufacturing public co2 building retail education sports family funding health 18

19 Developing new logos and sign off procedures Any newly developed logos need to be signed off by the Black Country Consortium Communications and Marketing Manager. Please your new logo to: Katherine Birch or call the marketing department on for advice 19

20 Active Black Country 2017 version

21 Active Black Country Fleximark exclusion zone and size In order to preserve clear visibility and instant recognition of our brandmark it s vital that an empty border of space surrounds it at all times. This space is represented proportional to its size by gauging the height of a colour block from the colour swatch and using it to create an invisible border as shown here. Clear Zone Active Black Country Minimum size Clear Zone The fleximark must never appear in printed form at less than 40mm overall width, or screen, web and mobile use at less than 150 pixels overall width. This is to ensure full legibility of the logo at all times. Active Black Country 150px minimum digital width Active Black Country 40mm minimum printed width 21

22 Active Black Country Fleximark - colour breakdown Pink is the primary colour for Active Black Country For brand consistency, the colour palette should be incorporated in all marketing material either in it s entirety or as a complementary colour set. Primary Pink C0 M100 Y0 K0 Pantone Magenta R236 G0 B140 Blue Jade C75 M2 Y37 K0 Pantone 7465 R0 G181 B176 Purple Yellow C0 M38 Y99 K0 Pantone 7409 R251 G170 B27 Grey White Black The 4-colour breakdown is applicable for all printed material. Pantone (Spot) colours can be used where printed material may only require 1-2 colours. C78 M30 Y0 K0 Pantone 2925 R17 G146 B209 C58 M76 Y0 K0 Pantone 2583 R127 G88 B165 C0 M0 Y0 K40 R178 G178 B178 Screen (RGB) colours are applicable to file/ graphic elements intended for digital use only. 22

23 Active Black Country Fleimark - mono version To be used in instances where necessary and applicable. Please note: this is not a direct grey scale conversion from the colour master and percentages indicated should be adhered to. White out variations of the mark are not to be used. 23

24 Active Black Country Corporate Typeface The primary typeface that is associated with the Black Country brand is Helvetica. Helvetica should be used for all Black Country marketing communications including literature, signage and promotional material and exhibitions. It should also be the typeface used when two or more partners collaborate on a project. All partners and suppliers that are producing marketing material under the Black Country banner should be encouraged to purchase the typeface for their systems. Light Light Oblique Regular Oblique ABCDEFGHIJKLMNOPQRSTUVWXYX abcdefghijklmnopqrstuvwxyx ABCDEFGHIJKLMNOPQRSTUVWXYX abcdefghijklmnopqrstuvwxyx ABCDEFGHIJKLMNOPQRSTUVWXYX abcdefghijklmnopqrstuvwxyx ABCDEFGHIJKLMNOPQRSTUVWXYX abcdefghijklmnopqrstuvwxyx Bold ABCDEFGHIJKLMNOPQRSTUVWXYX abcdefghijklmnopqrstuvwxyx Bold Oblique ABCDEFGHIJKLMNOPQRSTUVWXYX abcdefghijklmnopqrstuvwxyx

25 Active Black Country Page Position Primary Position 10mm Secondary Position The fleximark can be placed in either the primary position, top right of the page or the secondary position, bottom right of the page. For both logo placements, the fleximark must sit 10mm from the left or right trimline and 10mm from the top or bottom trimline. Please contact the marketing team if this isn t possible: Active Black Country Joanne Booker joanne_booker@blackcountryconsortium.co.uk tel: Alternatively, please contact the Marketing Department at the Black Country Consortium on for advice. Active Black Country 10mm 10mm Active Black Country A4 Page A4 Page 10mm 25

26 Active Black Country Protection Active Black Country Active Black Country To maintain a strong and instantlyrecognisable identity, it s vital that our fleximark is always presented as it was originally intended White out variations of the mark are not to be used Never alter the colours of the brandmark Do not attempt to change the text in any way Active Black Country Active Black Country Active Black Country Never re-size or distort the brandmark in a disproportional manner Never re-position, re-size or rotate any individual element of the brandmark Do not use effects or drop-shadows with the brandmark Active Black Country Fitness Active Black Country Active Black Country Do not add or combine the brandmark with any other visual elements or words Do not rotate the logo - it must always sit on a horizontal baseline Never separate or remove any elements of the brandmark 26

27 Active Black Country Examples of use and core themes The core palette is utilised for different aspects of our internal and external communication. The following will give you an indication as to which colour applies to which type of communication. MUST, SHOULD, COULD Guidance for schools delivering the Primary PE and Sport Premium 27

28 Active Black Country Pink Pink is the primary colour for Active Black Country and must be used first. Use this colour predominantly on documentation when presenting Strategy C0 M100 Y0 K0 Pantone Magenta R236 G0 B140 28

29 Active Black Country Jade Use this colour predominantly on documentation when presenting Business Engagement Sports Clubs Consultation General Information Non-Specific Information C75 M2 Y37 K0 Pantone 7465 R0 G181 B176 29

30 Active Black Country Yellow C0 M38 Y99 K0 Pantone 7409 Use this colour predominantly on documentation when presenting Facilities Economic Intelligence Unit Dashboards Data Context Place R251 G170 B27 30

31 Active Black Country Blue Use this colour predominantly on documentation when presenting Workforce Schools Participation People Skills Workplace Wellbeing - the people C78 M30 Y0 K0 Pantone 2925 R17 G146 B209 31

32 Active Black Country Purple Use this colour predominantly on documentation when presenting Named Projects e.g. Sportivate Activity C58 M76 Y0 K0 Pantone 2583 R127 G88 B165 32

33 Black Country Consortium Ltd The Deckhouse Waterfront W Brierley Hill DY5 1LW