Brand Policy and Corporate Identity Toolkit

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2 Contents 1. Our Identities - Master logos Clear space Dual branding Recommended sizes Logo Wording Brand property What not to do 2. Colour - Core palette Dynamic palette with imagery and partner brands 3. Photography - Venues imagery People imagery 4. Fonts & Typography - Type family Using typography to communicate our message

3 1. Our Identities - Master logo 1. Our Identities - Master logo Master Logos We have created an identity style for each venue. Although each venue is different, both are designed to host a range of events and entertainment. In that sense, it is what happens inside each location which is really important. So both identities are designed to be able to adapt to and showcase a range of content. They are dynamic, living marks, which draw inspiration from the programmes in each venue. Dynamic Branding allows and encourages identities to change. But there are basic elements that always remain the same. Whether it is the word-mark, text/word itself, colours, or shape; the brand is still recognizable. Dynamic Branding is a way of giving our identity a fresh look without completely changing the identity. We are able to connect to everything; we can adapt the logo in relation to the seasons, special occasions, events and different audiences. Our logos are important to us. They represent who we are. They are a highly visible part of our identity and should be protected. They are our signature across all communications and they unite us in everything we do. Our logos comprise of two main parts. Our symbol and wordmark. Both are based on letters taken from the venue names and made unique for us. Belfast Waterfront uses the W, Ulster Hall uses the U.

4 1. Our Identities - Master logo 1. Our Identities - Master logo Master Logos Variations for Exceptional Circumstances We don t advocate that the logos are used in any other way than shown on the previous page. However, we should be prepared for exceptional circumstances, they do occur. Therefore, we have prepared a side by side logo. This would be used when the logo would have to be reduced to a size where the text inside it would become illegible. In this case the text inside the logo may be removed and placed to the side of the logo mark. This then allows either logo to be applied to restrictive spaces.

5 1. Our Identities - Clear space 1. Our Identities - Clear space Clear space To protect the clarity and visual integrity of the logos, they have an exclusion zone. For Belfast Waterfront it s the height of the letter W. For Ulster Hall it s the height of the letter U.

6 1. Our Identities - Dual branding 1. Our Identities - Dual branding Dual branding There will be occasions when we will need to show the two venue logos together. The way this is achieved can be seen opposite.

7 1. Our Identities - Recommended sizes 1. Our Identities - Recommended sizes Recommended sizes Consistent sizing and positioning of the logo is required to maintain a well-defined branding system. We have suggested guidelines for logo sizing when our identity is applied across standard A formats. For A3, A2 and larger formats. Designers must only use the A4 template and scale up the branding to the required size proportionately. A4 - portrait and landscape Logo height 40(mm) x width 55.7(mm) A5 - portrait and landscape Logo height 30(mm) x width 41.7(mm) A6 and DL - portrait Logo height 20(mm) x width 27.8(mm) A4 - portrait and landscape Logo height 40(mm) x width 33.5(mm) A5 - portrait and landscape Logo height 30(mm) x width 25.1(mm) A6 and DL - portrait Logo height 20(mm) x width 16.7(mm)

8 1. Our Identities - Logo wording 1. Our Identities - Logo wording Logo wording Logo wording may be amended depending on the area of business. For example, you may change Belfast Waterfront to Waterfront Comedy. Such examples of this are provided on the page opposite. BELFA ST WAT E R F RO N T U L ST E R HALL WAT E R F RO N T WAT E R F RO N T WAT E R F RO N T U L ST E R U L ST E R U L ST E R Conferences Entertainment Weddings Conferences HALL Entertainment HALL Weddings HALL

9 1. Our Identities - Brand property 1. Our Identities - Brand property Brand property Our logos change. The shapes become windows to showcase all of the exciting things that will happen in the Belfast Waterfront and Ulster Hall. Here we have shown examples of how this works.

10 1. Our Identities - What not to do 1. Our Identities - What not to do What not to do Our logo should always be used in a consistent fashion so please do not alter our logo in any way as this will undermine our brand and its integrity. Here we have shown examples of what not to do with our logo.

11 2. Colour - Core palette 2. Colour - Core palette Core palette Primary Colour plays an important role in both brands. Belfast Waterfront and Ulster Hall each have a primary and secondary colour palette. These should be used for core corporate purposes. C: 100 M: 0 Y: 0 K: 0 Primary colours are taken from the logo colour and secondary colours have been chosen to complement the primary colours. Our colours along with pantone references can be seen here. R: 0 G: 159 B: 227 C: 36 M: 35 Y: 44 K: 17 R: 157 G: 144 B: 127 Pantone: Process Cyan C Pantone: 402 C Web: # 00aeef Web: # C: 60 M: 4 Y: 31 K: 0 C: 43 M: 81 Y: 72 K: 48 Secondary R: 105 G: 188 B: 186 R: 104 G: 48 B: 43 Pantone: 7472 C Pantone: 490 C Web: # 60bdb9 Web: # 602d2c C: 72 M: 69 Y: 24 K: 7 C: 46 M: 23 Y: 43 K: 5 R: 95 G: 86 B: 132 R: 150 G: 168 B: 149 Pantone: 5275 C Pantone: 5635 C Web: # 5d5a86 Web: # 8ba291

12 2. Colour - Dynamic palette with imagery and partner brands 2. Colour - Dynamic palette with imagery and partner brands Dynamic palette with imagery and partners brands The identity is designed to be dynamic so the colour of the logo can change. Our logo can change colour when it is used to complement the colour(s)of a partner brand or to reflect colours of photographic content. When using it in this way It is essential to consider the best colour options to project the logo effectively and ensure it complements the overall design. There should always be good contrast between the logo and the background colour. What s important is that our logo always retains its integrity and wherever it appears it is always recognisable as the organisation it represents. How colour is used in this capacity is very much down to the design team.

13 3. Photography - Venues imagery Venue imagery In most cases the imagery we use will either promote our venues or the events within our venues. We have little control over images supplied by our customers to promote events. However, we can control our own imagery. Guidance on how to select imagery is as follows; Both Belfast Waterfront and Ulster Hall are highly recognizable iconic venues. We want to maintain this recognition. When showing the venues in their entirety always select angles that ensure they are recognisable. Make sure the composition of any image is flattering and shows the venues as attractive desirable places. Don t be afraid to experiment with unusual angles and perspectives. Avoid flat daylight shots when there is no light and dark contrast on the buldings. Night-time, dawn and dusk shots are preferable. We want the venues to feel alive and used. There should be no empty lifeless room photography. Always use intriging accent shots to support hero shots. These add character, personality and help to create a sense of place. All images must be natural, inspiring, considered, consistent and have the style we are aiming to achieve. Here we have also shown examples of images of place and people we have described above.

14 3. Photography - People imagery People imagery Show our staff as real and exhibiting our behaviours. Be Ourselves Work Together Make it Personal Be Imaginaive We never want to be seen as posed or contrived. We are known for our personal and engaging approach. Show interaction between people. Show expression on peoples faces. Try to capture a sense of place with recognisable accent features in the background. All images must be natural, inspiring, considered, consistent and have the style we are aiming to achieve. Here we have also shown examples of images of place and people we have described above.

15 4. Fonts & Typography - Type family 4. Fonts & Typography - Using typography to communicate our message For designers Our type family has been selected to add value to our brand. It is Brown Bold, Brown Regular and Brown Light. Brown s distinctive style is used in a primary and secondary font system. This gives structure and order to the way we use our type. Brown Bold We use Brown Bold for standout headlines. Whenever possible and to avoid legibility issues we aim to use it above 12pt. Brown Regular & Brown Light These are secondary fonts chosen to complement Brown Bold. They should be used for stand first paragraphs, body copy and pull out quotes. See following page for examples of how we use typography. Using typography to communicate our message We have a type system which we should always follow. It will strengthen association and recognition of our brands. Preferably text should be aligned left; please avoid right aligned or justifed titles and text. Centred text can be used sparingly as a design feature. There must be enough contrast for all text styles to be clearly legible against any type of background. A. Brown Bold Headlines A Ratemqui aut reperiore. For internal use The above fonts are not Microsoft System fonts and will not always be available for everyday use. Therefore Arial, a complementary alternative to Brown, may be used. B. Brown Regular Introduction paragraph headings C. Brown Light Body copy B c Que voluptas il ipsam eicid quis dentis erumenes vent fuga. Itatias nonseque ni occus quis arciusdandam in renimax imolupta Qui qui tem voluptio doluptia derrum hitiandam fugitatiam iducil idipis ut aciendunte necullorro mo officturio totatur sum as explab ideribu sandusa ntenectem rem re nulparum id magnia que imaio. Olori aut et eseque eumquam id ea a et quides ducienis et dolupidis excesed ullo qui ipsus invendi psuntoreiur mo dem hiliquias est fugition etus doluptis doluptam iunt.

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