Corporate Identity. Standard Operating Procedure

Transcription

1 Corporate Identity Standard Operating Procedure Notice: This document has been made available through the Police Service of Scotland Freedom of Information Publication Scheme. It should not be utilised as guidance or instruction by any police officer or employee as it may have been redacted due to legal exemptions Owning Department Version Number Corporate Communications 2.00 (Publication Scheme) Date Published 19/09/2017 (Publication Scheme)

2 Compliance Record Equality and Human Rights Impact Assessment (EqHRIA): Date Completed / Reviewed: Information Management Compliant: Health and Safety Compliant: Publication Scheme Compliant: 11/09/17 Yes Yes Yes Version Control Table Version History of Amendments Approval Date 1.00 Initial Approved Version 13/08/ Minor amendments as per cyclical review. Change to Police Scotland logo, inclusion of Design team address. New sections added 4.5 Uniform and 4.8 Digital Use 12/09/2017 (Publication Scheme) 2

3 Contents 1. Purpose 2. Brand 2.3 Logo 2.4 When to use the Logo 2.5 When to use Keeping People Safe 3. Police Scotland Writing Style 4. Process and Correct Use of Logo 4.2 Stationery 4.3 Electronic Communications 4.4 Vehicle / Mobile Office Livery 4.5 Uniform 4.6 Campaigns 4.7 Corporate Internal Documents 4.8 Digital Use 5. Materials for External Use (Not Campaigns) 5.2 Corporate Documents 5.3 Poster Templates 5.4 Promotional Material 5.5 Presentations 6. Marketing Photography 7. Banners / Display Boards 8. Roles and Responsibilities Appendices Appendix A List of Associated Reference Documents (Publication Scheme) 3

4 1. Purpose 1.1 This Standard Operating Procedure (SOP) sets out the correct process for using and requesting the corporate logo. Application of the rules and conventions outlined in this document will ensure that a consistent and professional image of the organisation is portrayed at all times. 1.2 This SOP ensures that the corporate style is maintained and any materials produced are professional looking and in keeping with the branding guidelines. 1.3 The public image of the organisation has an impact on the public perception of and confidence in Police Scotland. 1.4 This SOP applies to all Police Officers and Police Staff using the Police Scotland logo. 2. Brand 2.1 Police Scotland s brand is made up of three parts: Logo Keeping people safe strap line Corporate look (i.e. colours, photography, gradient use, tone of voice) 2.2 Guidance on appropriate use of the logo, strap line and corporate look is detailed in this SOP. 2.3 Logo The Police Scotland logo is a modernised version of the Crown Thistle which has been associated with all Police Forces in Scotland for over 70 years. It also contains the Gaelic translation of the words Police Scotland developed to fulfil our legal obligations as part of our Gaelic language plan The logo is a modernised heraldic design which has been developed with and approved by Lord Lyon s office. (Publication Scheme) 4

5 2.3.3 Specific information on logo size and positioning, as well as more information on the corporate look is detailed in the branding guidelines paper owned by the corporate communications department General guidance on use of the logo: the logo must not be manipulated or re-worked in any way no part of the logo should be removed nothing can be added to it the logo should only be used for Police Scotland business the logo must stay in its full format at all times no part can be separated or removed and the colours must not be changed the logo should not be broken up into parts. Any part of the logo should not be used for a separate design requirement all parts of the logo must remain together at all times elements of the logo cannot be copied for other design requirements anything that resembles the Crown Thistle design is not permitted for use Where any misuse of the logo occurs this will be escalated to the Head of Marketing & Digital within Corporate Communications. Any misuse of the logo could have consequences for Police Scotland. 2.4 When to use the Logo The Crown Thistle is the ident by which Police Scotland is identified The Crown Thistle should be used in order to recognise Police Scotland Guidance can be obtained from marketing in corporate communications to clarify what is appropriate / authorised use of the logo The following are considered appropriate use of the logo: To recognise Police Scotland s involvement in a project To recognise Police Scotland as a partner in an initiative To acknowledge Police Scotland are supporting an event/initiative/project To recognise Police Scotland s communication materials aimed at providing advice/messages to public Inappropriate use of the logo would include: On any material Police Scotland does not have an involvement with Overuse on internal only material (Publication Scheme) 5

6 2.5 When to use Keeping People Safe Keeping people safe is the focus of Police Scotland Everything Police Scotland does is with the aim and focus on keeping people safe so this should be promoted where appropriate The words Keeping people safe accompany the Crown Thistle logo and should be used with it. They appear together as per the logo files available The Crown Thistle and Keeping people safe should not be separated. It is not permitted to crop the image in order to remove the wording However, where appropriate there may be some instances where it is necessary to separate the logo and strap line, i.e. when the logo is used as a marking / crest on livery, signage etc Only the marketing or design team in Corporate Communications can authorise the separation of the logo. All logo requests should be ed to Information has been removed due to its content being exempt in terms of the Freedom of Information (Scotland) Act 2002, Section 30 Prejudice to Effective Conduct of Public Affairs Keeping people safe is our focus; so it is inevitable it will be used a lot in written communication. When it is used as part of a sentence the words should always be in sentence case. 3. Police Scotland Writing Style 3.1 The house style for Police Scotland is designed to ensure that all communications are easily accessible. The following parameters should be adhered to: Text font is Arial Use 12 or 14 point type Align text to the left Use a consistent and logical layout Do not split words between lines Do not use large blocks of capital letters Do not use italics Do not underline words Do not put text over an image or texture Use a line space between paragraphs (Publication Scheme) 6

7 Set all text horizontally Provide adequate space between columns Give consideration to colours used 4. Process and Correct use of Logo 4.1 The following provides guidance on how the logo is used on different materials. 4.2 Stationery Letterhead Only letterhead sourced from stores or the approved e- template can be used. The e-template is available from Corporate Communications Compliments slip Only compliments slips from stores can be used Business Cards Fax template The fax template is available from Corporate Communications. The mono version of the logo is used on fax templates 4.3 Electronic Communications The logo must never be used on signatures due to file size. Sample of the signature is available on the intranet. 4.4 Vehicle / Mobile Office Livery The design team in corporate communications hold a suite of how livery is applied to every vehicle/mobile office owned by the service There will be no deviance from how livery is applied to a vehicle/mobile office; all livery should be applied as per the design guidance available from the Head of Transport All requests for livery for new models of vehicles should be directed to marketing in corporate communications who will work with the Head of Transport. 4.5 Uniform The logo should not be used on uniforms. All standard uniform items are not branded The logo is used on some work-wear and some specialist equipment (dry suits, horses etc.) (Publication Scheme) 7

8 4.5.3 Information has been removed due to its content being exempt in terms of the Freedom of Information (Scotland) Act 2002, Section 30 Prejudice to Effective Conduct of Public Affairs 4.6 Campaigns Marketing Campaigns are coordinated by the marketing and campaigns team in corporate communications Campaigns are the nationwide public communications from Police Scotland about our priorities or community partnerships. Campaign communications will include print material, online, radio, TV, outdoor, social media coverage depending on the message to be communicated in order to achieve a required outcome for example behaviour change All campaigns are led by the marketing and campaigns team in corporate communications Campaigns both internally and externally are the only time when corporate branding templates might not be used or the logo may appear differently. The responsibility for this work sits with graphics and should never be outsourced to external design agencies 4.7 Corporate Internal Documents The logo should not be overused on internal documents. There is no need to use the logo on documents being used internally and passed between colleagues Items such as agendas, minutes and plans should not routinely be branded unless they are going externally. If it is essential for it to be recognised as Police Scotland work then the words Police Scotland should be typed on as per a normal sentence For internal strategic / guidance documents there are front sheets / report cover templates which can be used. These are available on request Information has been removed due to its content being exempt in terms of the Freedom of Information (Scotland) Act 2002, Section 30 Prejudice to Effective Conduct of Public Affairs 4.8 Digital Use Due to the nature of digital use there may be occasions where bespoke layouts may be required. Information has been removed due to its content being exempt in terms of the Freedom of Information (Scotland) Act 2002, Section 30 Prejudice to Effective Conduct of Public Affairs (Publication Scheme) 8

9 5. Materials for External Use (Not Campaigns) 5.1 For publicity that does not fall under national campaigns, the logo can be used with restrictions. Information has been removed due to its content being exempt in terms of the Freedom of Information (Scotland) Act 2002, Section 30 Prejudice to Effective Conduct of Public Affairs 5.2 Corporate Documents Documents for external use should be branded with the Police Scotland logo Front sheet / report covers to use with reports are available from the marketing team in corporate communications as per the address above. 5.3 Posters Templates There are templates available for some publicity materials which should be used rather than requesting a new design, this includes: Major investigation appeals for information Officer operations / action days info / advice cards Police and community meetings Local policing Multi-Member Ward priorities Local policing Multi-Member Ward achievements 5.4 Promotional Material Design of all merchandise must be directed through marketing in corporate communications Merchandise is not an essential item so only relevant merchandise should be purchased Use of the branding on merchandise must be worked on with marketing in corporate communications and final designs signed off by them in line with brand guidelines. 5.5 Presentations For presentations purposes there is a PowerPoint presentation template. 6. Marketing Photography (Publication Scheme) 9

10 6.1 Photography is a very important aspect of the Police Scotland brand. The photographs used show the people who work for us as the main focus. 6.2 Permission should be sought from the marketing team in corporate communications to use photography. 6.3 Design maintains the image library so ensure that all checks have been completed before an image is used. 6.4 Any photography requirements for marketing material must be arranged via the marketing team. 6.5 No one should be taking photographs for use in Police Scotland material unless agreed with the marketing team in corporate communications. This excludes photography for social media. 7. Banners / Display Boards 7.1 There is a stock of banners and display boards for use externally and internally. These can be booked from the marketing team in corporate communications. Information has been removed due to its content being exempt in terms of the Freedom of Information (Scotland) Act 2002, Section 30 Prejudice to Effective Conduct of Public Affairs 8. Roles and Responsibilities 8.1 The integrity of the Police Scotland brand is the responsibility of everyone who works for the organisation. 8.2 Everyone is responsible for ensuring the logo is implemented according to this SOP and used correctly. 8.3 The marketing team within Police Scotland is responsible for how the logo and branding are presented. The design team can advise on the appropriate use of the logo and branding if required Permission to use the logo must be sought from the marketing team by ing the marketing and campaigns mailbox - Information has been removed due to its content being exempt in terms of the Freedom of Information (Scotland) Act 2002, Section 30 Prejudice to Effective Conduct of Public Affairs 8.4 All use of the logo must be agreed through either of these mail boxes each time you wish to use the logo. A proof of the artwork that the logo has been (Publication Scheme) 10

11 used on must be sent on to marketing to approve, in order to check that the logo has been used correctly before artwork is finalised. 8.5 Ultimate responsibility for the brand is the responsibility of the Head of Marketing and Digital. Any issues or problems should be directed to the marketing team in corporate communications where clarification can be sought. (Publication Scheme) 11

12 Appendix A List of Associated Reference Documents PowerPoint Presentation Template (Publication Scheme) 12