Scottish Mountain Rescue 2018 Brand Guide

Transcription

1 Scottish Mountain Rescue 2018 Brand Guide A route map for branding V6 - October 2018

2 Contents The purpose of this document is to provide guidance for the use of the Scottish Mountain Rescue (SMR) logo when producing printed or online matter. In 2018 the SMR logo was redrawn to improve legibility and reduce production and reproduction issues. A full suite of logos is available in a variety of formats including JPG, PNG and EPS. For access to logo files please contact our office staff via on: info@scottishmountainrescue.org 01 The SMR logo (2018) Brand marks Clearspace Minimum clearspace Size guidance Use on colour backgrounds Approved colour variations Unacceptable use 02 Colour palette PMS (Pantone) CMYK (Process) RGB and Hexadecimal (Screen Use) 03 Type and messaging Primary typeface On message Scottish Mountain Rescue

3 Making our mark 01. The SMR logo (2018)

4 The SMR logo: Brand marks We use a number of logo devices throughout our branding and marketing. The Scottish Mountain Rescue badge is our primary logo. In certain circumstances we use a marketing line. We give precedence to Volunteering to save lives. To give variety to our marketing messages we also use Any Hour, Any Day, Any Weather... At small sizes, where text legibility causes production issues we may use an icon without type. Scottish Mountain Rescue

5 The SMR logo: Clearspace Our brand mark must always be perfectly legible. We ask designers to maintain a healthy clearspace around our logo. We prefer to use a clearspace which measures one-third of the badge height. This is equivalent to two crosses. Left: Where the badge is 36mm high it uses a clearspace of 12mm. Below: Where the SMR badge is 36mm high it uses a clearspace of 6mm between badge and accompanying written message. When creating logo lock-ups where the SMR badge is accompanied by text (such as a strapline) the clearspace required between the badge and accompanying text is one-sixth of the badge height. This is equivalent to one cross. At 15mm high the text within the SMR logo is 5pt. We restrict the use of the SMR logo to 15mm high in print materials. Left: Minimum print size 15mm high Scottish Mountain Rescue

6 The SMR logo: Minimum clearspace When space is at a premium we ask designers to maintain a minimum clearspace around our logo. We use a minimum clearspace which measures one-sixth of the badge height. This is equivalent to one cross. Where the badge is 36mm high it uses a minimum clearspace of 6mm. At 15mm high the text within the SMR logo is 5pt. We restrict the use of the SMR logo to 15mm high in print materials. Left: Minimum print size 15mm high Scottish Mountain Rescue

7 The SMR logo: Size guidance To ensure text legibility we have a set of size notes for our badge. These are primarily to assist designers in the creation of branded material rather than impose specific restrictions on size use. For A4 print materials we most often use the SMR badge at 30mm or 21mm high. There may be occasions where a smaller logo must be used which compromises legibility. In these instances it may be practicable to use the SMR icon. The use of this icon must be authorised by the SMR office: info@scottishmountainrescue.org 36mm high (12pt text size) 30mm high (10pt text size) 21mm high (7pt text size) minimum print size is 15mm high (5pt text size) 10mm high Icon use by authorisation from SMR Scottish Mountain Rescue

8 The SMR logo: Use on colour backgrounds When used on colour or photographic backgrounds it is important to ensure our logo maintains enough contrast for recognition. We have provided reversed logo files, where the registered trademark symbol ( ) along with any accompanying strapline will appear in light grey. There may be instances where the registered trademark symbol would benefit from use in dark blue. These instances are rare and are left to the designers discretion. Top: Typical use of reversed logo. Below: Examples of dark blue optional exceptions. Scottish Mountain Rescue

9 Identity: Approved colour variations In very rare circumstances there may be constraints on the number of colours in which the SMR logo can be reproduced. When colour is limited we use these variations of our logo. It is always our preference to produce material in our primary (full colour) logo. The use of black is restricted only to an instance where black is a production condition or where circumstances are dictated by context. Any use of a black SMR logo should be pre-approved by SMR. FULL COLOUR 2 COLOUR MONO (PMS 274C) MONO (BLACK) Scottish Mountain Rescue

10 Identity: Unacceptable use Our brand identity is very important to us. Please treat our badge with care and avoid doing any of the following with it: rotate or skew or angle disproportionally scale recolour any element modify the font modify text placement add effects such as shadows or glows SCOTTISH MOUNTAIN RESCUE Scottish Mountain Rescue

11 SMR in colour 02. Colour palette

12 Colour palette: PMS (Pantone) References SPOT COLOUR PANTONE 274 C 80% tint PANTONE 7690 C 80% tint 60% tint 60% tint 40% tint 40% tint 20% tint 20% tint PANTONE 356 C 80% tint PANTONE 032 C 80% tint 60% tint 60% tint 40% tint 40% tint 20% tint 20% tint We use a 5% tint of Pantone 274 in our logo Scottish Mountain Rescue

13 Colour palette: CMYK (Process) Colour References PRINT PROCESS COLOURS 80% tint 60% tint 40% tint 20% tint 80% tint 60% tint 40% tint 20% tint C:100 M:100 Y:40 K:32 C:86 M:45 Y:13 K:02 80% tint 60% tint 40% tint 20% tint 80% tint 60% tint 40% tint 20% tint C:75 M:25 Y:100 K:0 C:0 M:95 Y:100 K:0 We use a 5% CMYK Tint of dark blue in our logo. Values are C:7 M:3 Y:5 K:0 Scottish Mountain Rescue

14 Colour palette: RGB and Hexadecimal (Screen Use) References WEB COLOURS (FROM EXISTING SITE) Tint used in our logo # : 1 : 70 # : 98 : 145 #e : 6 : 19 #4e8f36 78 : 143 : 54 #f0f3f3 240 : 243 : 243 ADDITIONAL WEB COLOURS FROM WEBSITE (APPROVAL REQUIRED BEFORE USE) #7AAF1F #AC29B5 #FF6600 Scottish Mountain Rescue

15 A word on SMR 03. Type and messaging

16 Type and messaging: Primary typeface Our brand font is Helvetica. We use this typeface across all of our communications. This type family includes many weights and styles of fonts (including condensed weights). We use Helvetica Bold and Regular and their oblique (italic) cuts for everyday use. Light and condensed typefaces from the Helvetica family are typically reserved for marketing materials. Very occasionally we will use other display typefaces for advertising materials. Helvetica is a typeface with similar proportions to Arial. SMR use Helvetica wherever possible. In situations where Helvetica cannot be used Arial is an acceptable fall-back. Helvetica Condensed Black (occasional use) Bold (for headings) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ,?! ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ,?! Regular (for body copy) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ,?! Light (occasional use) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ,?! Scottish Mountain Rescue

17 Type and messaging: On message Primary messages We use two key messages across our communications. These messages are registered trade marks, intellectual property of Scottish Mountain Rescue. When creating SMR communication one of these primary messages should* appear once on SMR branded materials. Where possible they should also appear on SMR endorsed materials. We have created logo lock-ups of these messages where they accompany our badge. They may also feature separately to our logo. In terms of hierarchy, we give precedence to Volunteering to save lives. To give variety to our marketing messages we also use Any Hour, Any Day, Any Weather... Ideal size, lead statement (A4 documents) 16pt Bold Minimum size 7pt Bold *It should go without saying that any mark or message is to be applied with a healthy dose of common sense where space allows and instances of duplication can be avoided. Scottish Mountain Rescue

18 Brand guidelines are, by their nature, a work in progress. Therefore the photography used in this document is for illustrative purposes only. Copyright of photographic images may remain with the individual or team who created them. Please do not use any of the images included within this guide without contacting us to check copyright details. Any Hour, Any Day, Any Weather... Scottish Mountain Rescue info@scottishmountainrescue.org Scottish Mountain Rescue is a registered Scottish Charity - No. SC045003