CONTACTS BRAND GUIDELINES

Transcription

1 CONTACTS We ve endeavoured to cover everything you need to know about the design and application of the See More and Go Lakes Travel branding but should you need any further advice or guidance you can contact: BRAND GUIDELINES Gemma Procter To find out more about the project visit or scan this:

2 CONTENTS WELCOME The See More branding is based around a strong simple message. These guidelines have been constructed help you promote this message in a bold consistent fashion. 04 BRAND 10 GO LAKES TRAVEL BRAND 18 COLOUR PALETTE 22 FONTS 26 PHOTOGRAPHY 38 LAYOUT 44 EXAMPLES 02 WELCOME SEE MORE BRAND GUIDELINES 03 CONTENTS GOLAKESTRAVEL.CO.UK

3 MASTER Below is the master version of the See More branding. The core of the brand is the message and in order to maintain its integrity this should always be set within a block of colour. This section of the guidelines will take you through the application of the logo. Do not alter the proportions of the logo as this can affect the legibility and therefore the impact of the message. THE BRAND 04 THE BRAND SEE MORE BRAND GUIDELINES 05 THE BRAND GOLAKESTRAVEL.CO.UK

4 EXCLUSION ZONE To ensure that the brand is in no way obstructed when reproduced we have included an exclusion zone. This is an invisible boundary line that should not be crossed by other objects in the layout. Do not place other logos etc within the exclusion zone. MINIMUM SIZE In order to preserve the integrity of the branding there is a minimum size at which it can be displayed. This ensures that the smallest line of the type, the strapline, is still legible. For extreme cases there is a smaller version which omits the strapline, though this should only be used as a last resort. Do not reproduce the brand below the dimensions set out below. 40mm 20mm 20mm 40mm 06 THE BRAND SEE MORE BRAND GUIDELINES 07 THE BRAND GOLAKESTRAVEL.CO.UK

5 COLOUR VARIATIONS The See More logo is available in six different colour combinations. It is designed to work with a wide variety of brands and so this flexibility will allow you to find a colour that works for you. GREY Wherever possible the logo should appear in one of its bold colour combinations but there may be exceptions where a document is printed in a single colour, such as a fax where the greyscale version below may be used. Do not alter the colour of the logo as this can affect the legibility and therefore the impact of the message. Do not invert this logo (black type on a white square). 08 THE BRAND SEE MORE BRAND GUIDELINES 09 THE BRAND GOLAKESTRAVEL.CO.UK

6 MASTER The Go Lakes Travel branding represents the project partners. This brand accompanies the See More branding as a supporting logo. As such this has a different job to do in communicating the involvement of the partners without taking the focus away from the See More brand. Do not alter the proportions of the logo as this will affect the integrity and consistency of the brand. SUPPORT BRAND All versions of the Go Lakes Travel brand may be reversed out of an image or block of colour. When doing this always ensure that the colour provides enough contrast to make the type legible. When placing over an image make sure the background is strong enough to hold the type. 10 SUPPORT BRAND SEE MORE BRAND GUIDELINES 11 SUPPORT BRAND GOLAKESTRAVEL.CO.UK

7 EXCLUSION ZONE To ensure that the brand is in no way obstructed when reproduced we have included an exclusion zone. This is an invisible boundary line that should not be crossed by other objects in the layout. Do not place other logos etc within the exclusion zone. WORDING The wording which accompanies the Go Lakes Travel branding details the funding and partners involved in the project. There are two variations on the layout to help accommodate it within your artwork; landscape as detailed below and portrait which is detailed on the following page. Do not replace the accompanying type in the logo file with your own version. 12 SUPPORT BRAND SEE MORE BRAND GUIDELINES 13 SUPPORT BRAND GOLAKESTRAVEL.CO.UK

8 MINIMUM SIZE In order to preserve the integrity of the branding there is a minimum size at which it can be displayed. This ensures that the supporting line of the type, is still legible. Do not reproduce the brand below the dimensions set out below. XXS For extreme cases there is a smaller version of the branding which includes a proportionately larger strapline. This should only be used as a last resort. Do not reproduce the brand below the dimensions set out below. 120mm 100mm Funded by the Department for Transport. Delivered in partnership by Cumbria County Council, Lake District National Park Authority and Cumbria Tourism Funded by the Department for Transport. Delivered in partnership by Cumbria County Council, Lake District National Park Authority and Cumbria Tourism 66mm 40mm Funded by the Department for Transport. Delivered in partnership by Cumbria County Council, Lake District National Park Authority and Cumbria Tourism Funded by the Department for Transport. Delivered in partnership by Cumbria County Council, Lake District National Park Authority and Cumbria Tourism 14 SUPPORT BRAND SEE MORE BRAND GUIDELINES 15 SUPPORT BRAND GOLAKESTRAVEL.CO.UK

9 COLOURS When reproduced in colour, the Go Lakes Travel brand only appears in the two greens as detailed below. It can, however, be reversed out in a solid white in order to make it more flexible. Do not reproduce the Go Lakes Travel brand in any other colour combinations. GREY Wherever possible the logo should appear in either full colour as shown previously or in white reversed out of a colour/image. However, there may be exceptions where a document is printed in a single colour, such as a fax where the greyscale version below may be used. Versions with the funding message should always have solid black text. PMS368 C60M0Y100K0 R114G191B68 PMS357 C80M0Y100K56 R0G98B37 16 SUPPORT BRAND SEE MORE BRAND GUIDELINES 17 SUPPORT BRAND GOLAKESTRAVEL.CO.UK

10 BREAK IT DOWN The colour palette used in the See More branding is designed to be bright, friendly and fun! Along with the bold font it is a key part of giving the brand plenty of standout. These colours are intended to be bold, please don t tint them. COLOUR PALETTE Daffodil PMS130 C0M30Y100K0 R253G185B19 Evergreen PMS355 C100M0Y100K0 R0G166B81 Sky PMS2995 C90M10Y0K0 R0G165B229 Wildflower PMS1925 C0M100Y50K0 R237G20B91 Tarn PMS3262 C70M0Y30K0 R39G189B90 Bracken PMS179 C0M80Y100K0 R241G90B34 Sunset PMSRhodamine Red C0M90Y0K0 R238G61B150 Lake PMSReflex Blue C100M75Y0K0 R0G84B166 Moss PMS382 C30M0Y100K0 R191G215B48 Dawn PMS485 C0M100Y100K0 R237G28B36 Ale PMSOrange021 C0M50Y100K0 R247G148B29 Damson PMS2603 C30M100Y0K0 R180G30B COLOUR PALETTE SEE MORE BRAND GUIDELINES 19 COLOUR PALETTE GOLAKESTRAVEL.CO.UK

11 COMBOS The colours in the palette are both individually very strong and have been designed to work in pairs for the brand itself, however, within the palette there are some other good combinations that also work very well. The graphic below shows off some of the complementary and contrasting pairings you can achieve. Try to avoid classic combinations such as purple and yellow or blue and orange! WORKING WITH IMAGERY When bringing the logo in to sit on an image, select one which will contrast well with the backdrop and tie in with the image. In the example below the brand picks up on the model s clothing whilst contrasting well with the background. Look for high contrasts where the brand sits to ensure it stands out. 20 COLOUR PALETTE SEE MORE BRAND GUIDELINES 21 COLOUR PALETTE GOLAKESTRAVEL.CO.UK

12 LEAGUE GOTHIC League Gothic is the headline font used with the See More brand. Its bold, impactful, modern form is perfect for getting the message across. You can download this font for free from theleagueofmoveabletype.com Do not use for text type. FONTS 0 22 FONTS SEE MORE BRAND GUIDELINES 23 FONTS GOLAKESTRAVEL.CO.UK

13 HELVETICA NEUE We have selected Helvetica as a complementary font for use in body copy. It s a highly legible and flexible font due to the wide range of styles available as detailed over the next two pages. Helvetica Neue is widely available from type libraries such as fontshop.com The most common weights used are 55 roman for regular body copy and 75 bold for highlights etc though it is advisable to go up a weight when reversing the copy out of a block of colour or even up two weights when on an image. Do not use for headline type. 25 Ultra Light 65 Medium 26 Ultra Light Italic 66 Medium Italic 35 Thin 75 Bold 36 Thin Italic 76 Bold Italic 45 Light 85 Heavy 46 Light Italic 86 Heavy Italic 55 Roman 95 Black 56 Italic 96 Black Italic 24 FONTS SEE MORE BRAND GUIDELINES 25 FONTS GOLAKESTRAVEL.CO.UK

14 OVERVIEW To bring the campaign to life photography has been commissioned to showcase the variety of transport in the area. This is free to use on related projects in conjunction with the See More and Go Lakes Travel brands. Images can be downloaded from PHOTOS 26 PHOTOGRAPHY SEE MORE BRAND GUIDELINES 27 PHOTOGRAPHY GOLAKESTRAVEL.CO.UK

15 KEY SHOTS The following images are show a selection of the key shots for the campaign, covering the various modes of transport. 28 PHOTOGRAPHY SEE MORE BRAND GUIDELINES 29 PHOTOGRAPHY GOLAKESTRAVEL.CO.UK

16 30 PHOTOGRAPHY SEE MORE BRAND GUIDELINES 31 PHOTOGRAPHY GOLAKESTRAVEL.CO.UK

17 32 PHOTOGRAPHY SEE MORE BRAND GUIDELINES 33 PHOTOGRAPHY GOLAKESTRAVEL.CO.UK

18 34 PHOTOGRAPHY SEE MORE BRAND GUIDELINES 35 PHOTOGRAPHY GOLAKESTRAVEL.CO.UK

19 BRAND When used on posters etc the brand can form a tab using an extended margin on either the top or bottom of the box depending on whether the brand is hanging from the top or sitting off the bottom of the page. Always use the provided guides to position the brand. Never bleed to the side of the page. LAYOUT Top of box should be cropped to 3mm of bleed* First marker indicates edge of page Second marker indicates regular edge of branding square *The supplied file has more than 3mm of bleed to account for the file being scaled, always work from the markers and only add the necessary bleed. The same theory as above can be applied to the bottom of the branding box to allow it to sit at the foot of the layout. 36 LAYOUT SEE MORE BRAND GUIDELINES 37 LAYOUT GOLAKESTRAVEL.CO.UK

20 POSITION Working with the composition of your image the brand can sit in either of the four corners of your layout. The order of preference is for top left, top right, bottom left or bottom right of a layout. Below the top left position creates tension in the layout with the focus of the image being the biker. Always place the brand within the right or left margin of your layout. On this image the main focus is to the bottom of the layout, leaving space for the logo in the top right. In this instance the golakestravel brand works better tucked away in the opposite corner. Avoid placing the brand over the main content of the image. 38 LAYOUT SEE MORE BRAND GUIDELINES 39 LAYOUT GOLAKESTRAVEL.CO.UK

21 POSITION The Go Lakes Travel branding should always sit at the foot of the page and where possible, should be reversed out of the background so as not to pull focus from the campaign branding. If appearing on a leaflet the two brands can be split with See More on the cover and golakestravel on the back. When both brands sit along the bottom of the layout then the golakestravel brand should sit in the opposite corner to the See More brand, as shown below. The Go Lakes Travel branding is very bold but care should be taken to make sure that when reversed out the accompanying text is easy to read. 40 LAYOUT SEE MORE BRAND GUIDELINES 41 LAYOUT GOLAKESTRAVEL.CO.UK

22 ADVERTISING This is an example of an advert in a 6 sheet format. Due to the format requiring clear space around the edges the See More logo has been manually increased to accommodate the extra margin. This should only be done in exceptional circumstances. EXAMPLES 42 EXAMPLES SEE MORE BRAND GUIDELINES 43 EXAMPLES GOLAKESTRAVEL.CO.UK

23 POSTER The campaign headlines are aimed at linking the featured transport back to the car to highlight the central message that there is another way to travel. POSTER 44 EXAMPLES SEE MORE BRAND GUIDELINES 45 EXAMPLES GOLAKESTRAVEL.CO.UK

24 ONLINE Online ads break the message down accross three panels to make sure everything is simple to read and eyecatching. BUS ADVERTISING Where space is at a premium the message should take priority and a strong headline can be as effective as any image in making people think. 46 EXAMPLES SEE MORE BRAND GUIDELINES 47 EXAMPLES GOLAKESTRAVEL.CO.UK