- Who designed the current logo, identity, graphics and brand for Liverpool City Council? - How much were the designers paid for their services?

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1 Enquiries to: Our Ref: Information Team FOI Dear Mr Ralph, Freedom of Information Request Thank you for your recent request received 11 November Your request was actioned under the Freedom of Information Act 2000 in which you requested the following information Response: - Who designed the current logo, identity, graphics and brand for Liverpool City Council? - When was the above identity implemented? - Was the rebrand project put out to tender? - How much were the designers paid for their services? - Please could you share the current brand guidelines document?. Liverpool City Council can advise that it holds information relevant to the terms of your request, our responses being as follows 1. The existing branding exercise was carried out by Progress in conjunction with Liverpool City Council Marketing services. 2. May No. The project was a free service offered to Liverpool City Council by Progress. 4. There was no charge from Progress and it formed part of the daily duties of LCC marketing staff 5. Please see attached document. This concludes our response. The City Council will consider appeals, referrals or complaints in respect of your Freedom of Information Act 2000 and you must submit these in writing to Informationrequests@liverpool.gov.uk within 28 days of receiving your response. The matter will be dealt with by an officer who was not previously involved with the response and we will look to provide a response within 40 days. If you remain dissatisfied you may also apply to the Information Commissioner for Liverpool City Council Information Team Cunard Building, Water Street, Liverpool, L3 1DS E: informationrequests@liverpool.gov.uk

2 a decision about whether the request for information has been dealt with in accordance with the Freedom of Information Act The Information Commissioner s website is and the postal address and telephone numbers are:- Information Commissioner s Office, Wycliffe House, Water Lane, Wilmslow, Cheshire SK9 5AF. Fax number , DX 20819, Telephone mail@ico.gsi.gov.uk (they advise that their is not secure) I trust this information satisfies your enquiry. Yours sincerely A Lewis Angela Lewis Information Team Enc. Liverpool City Council Information Team Cunard Building, Water Street, Liverpool, L3 1DS E: informationrequests@liverpool.gov.uk

3 Brand Guidelines 2015

4 Contents Introduction... 3 Logo... 4 Clear space Minimum size Colour Position Incorrect use Sponsor logos... 8 Other logos... 9 Liverpool City Council services or teams Partnerships Venues and locations Promotions and campaigns The Mayor of Liverpool Typography Stationery Printed Electronic Advertising Approval Vehicle liveries Signs... 16

5 Introduction Every day, Liverpool City Council communicates with thousands of residents, businesses and other organisations. We need a strong and consistent identity, so people can see clearly and easily who we are, what services we deliver and what we stand for as an organisation. All council materials must include the council logo. These guidelines will help you ensure the council s brand is used consistently and professionally. Whether you are a member of staff, a partner or a supplier, you must follow these guidelines. Please ensure you read them carefully and if you have any questions or need any help, xxxxxxxxx@xxxxxxxxx.xxx.uk page 3

6 Logo This is our logo. It is the only logo for Liverpool City Council (LCC) and should not be redrawn, altered, or shown in part. Master The examples shown are different ways the council s logo can appear. The master version is always the preferred option but the other versions can be used where appropriate. The logo should always be reproduced from master artwork, available from xxxxxxxxx@xxxxxxxxx.xxx.uk. page 4

7 Clear space We require a minimum clear space around the logo as shown. This can be calculated by taking the C from the word City and applying it all around the logo as shown. Clear space ensures that there is no visual interference with the logo. Minimum size To ensure the logo is always legible, it should never be reproduced below a minimum size of 25mm wide. On the web and in digital formats, the minimum size is 99 pixels wide. 25mm Colour The Pantone references are Pantone 2597 and Pantone Cool Gray 9. How these colours break down into CMYK RGB and Web Hex values is shown. Web #5B0C8B Web #5B0C8B page 5

8 Position The council logo is always positioned top right on all council materials. When it s the secondary brand (e.g. when we are a partner) our logo can be placed in a different position, for example at the bottom, alongside other partner logo(s). Name of recipient House number/name Street name City Postcode It should still adhere to all other guidelines on size, colour and clear space and should always be equally prominent to its partners. Margin guidelines: A3 25mm A4 20mm A5 15mm Logo width: A3 70mm A4 55mm A5 40mm Liverpool City Council Municipal Buildings, Dale Street, Liverpool, L2 2DH T: F: E: x@x.x.uk liverpool.gov.uk Electronic letterhead template page 6

9 Incorrect use The logo is important and it must be used correctly and consistently, following these guidelines. Examples of incorrect usage are shown here. Most importantly DO NOT distort the logo and DO NOT change the typeface. DO NOT place at an angle DO NOT use incomplete logo DO NOT use where it cannot be clearly seen DO NOT produce in any other colours DO NOT distort page 7

10 Sponsor logos When the council s logo is the main logo, any sponsor logos must be placed at the bottom of the page subsidiary to the main LCC logo, or on the back or an inside page of a document. See the example. Primary logo Subsidiary logos LCC as a partner page 8

11 Other logos Liverpool City Council services or teams Liverpool City Council services or teams must not have or use their own logos. Research has shown the best councils use a clear single identity. This increases awareness of the range of council services and reduces confusion about who is the providing the service. It also helps us to build pride in our brand. The exceptions to this are listed on page 10. I want to live in a more expensive care home Councils pay a standard rate for care home fees. In the past, if you wished to live in a care home which cost more than the standard rate a third party, such as a family member, would pay the top-up fee. Now, you are able to move to a more expensive care home and pay the top-up fee yourself if you have a DPA. The top ups will be added to the loan, if the council agrees there is enough equity in your home. I am eligible but do not want to join the scheme A DPA will be offered to you during the financial assessment but you do not have to join the scheme. If this is the case you will have to pay for all your own care costs from other sources. (Until you approach the upper capital limits.) You might prefer to rent out your home and use the income to cover the full cost of your care. This means you will not pay interest or charges. Also a tenant would pay utilities and council tax which will reduce your outgoings. There are also various equity release products which may be suitable for your personal circumstances. You should take independent financial and legal advice to help you decide how to fund your care costs. You should also discuss it with your family or other people who are important to you. The Advice Quality Standard - advicequalitystandard.org.uk - has information about where you can find independent advice. How can I get more information? This leaflet is a general guide to DPAs. Each person s circumstances will be different, for example you might own more than one property or you might have a mortgage or a loan secured on your home. We will discuss this with you as part of your financial assessment. For more information Call Careline or Minicom or carxxxxxxxxxxxxxxxxxx@xxxxxxxxx.xxxx.xxx.uk Alternative formats If you would like this information in another format please xxx@xxxxxxxxx.xxx.ukor call Children and Young People s Services Accessibility Strategy A guide to Education is deferred payment agreements Paying for residential care if you own your home Looked After Children Education Service (LACES) Annual Performance Report September 2014 the best provision for the journey into A GUIDE FOR YOUNG PEOPLE Aristotle adult life page 9

12 Partnerships Where a number of partners work together, it may be appropriate to create a new logo to be used in place of individual partners logos. Contact xxxxxxxxx@xxxxxxxxx.xxx.uk for advice. Venues and locations Council venues can have their own logos subject to agreement with marketing. These should be used alongside the council logo, so it is clear that the facility is provided by us. Promotions and campaigns Council promotions and campaigns can have their own logos, please contact xxxxxxxxx@xxxxxxxxx.xxx.uk to have them professionally designed. Summer LIVERPOOL CENTRAL LIBRARY 22nd July 28th August Don t forget, you need to have director s approval for any marketing spend. page 10

13 The Mayor of Liverpool The Mayor of Liverpool has a separate logo and brand guidelines. There may be occasions where it is more appropriate for the Mayor s logo to be used, rather than the council s. For example, on material promoting major city events and projects. Please ask xxxxxxxxx@xxxxxxxxx.xxx.uk for advice. page 11

14 Typography Helvetica Neue is our external corporate typeface because it is a modern and clean sans serif typeface with great legibility. It is used as the primary typeface on all marketing publications and publicity material. Our website uses a web-friendly font, Open Sans. Please write letters, s and presentations using Arial or Calibri. To ensure good legibility the recommended minimum size is 12pt. Occasionally, other fonts can be used to allow more scope for creative design. Please contact xxxxxxxxx@xxxxxxxxx.xxx.uk for advice. page 12

15 Stationery Printed Business cards, compliment slips and printed letterheads must be ordered from the Resolution Centre, Electronic templates There is a range of corporate templates staff must use, to present a professional image to our customers. Please do not customise or alter them. Electronic versions of the letterhead, report template, autosignature and PowerPoint presentations are available to download via the intranet. Go to A-Z/T/Templates. page 13

16 Advertising The council uses many different forms of advertising, for example in newspapers, outdoors and on external websites. Adverts should be professionally designed and placed by to ensure they achieve the marketing objective for the advert, are consistent with the council s brand guidelines and provide value for money. For staff needing guidance on recruitment adverts, please visit the Connect2HRP s intranet site. page 14

17 Approval Visuals of any promotional material produced by an external organisation and featuring the council s logo must be seen and approved by xxxxxxxxx@xxxxxxxxx.xxx.uk to ensure consistency and correct use of the brand. Vehicle liveries Our vehicles are our presence on Liverpool s roads. Clearly and consistently branded vehicles mean residents will be able to recognise council vehicles wherever they are and this will raise the profile of the council s services. The most appropriate style of livery depends on the vehicle itself, the service and how the vehicle will be used. Please contact xxxxxxxxx@xxxxxxxxx.xxx.uk for advice. All vehicle liveries must be designed and approved by the council s marketing team before production starts. page 15

18 Signs Signs help our customers identify a council building or service. They must give a professional and consistent image for the council. The council has a standard design that is used for most signs. Occasionally, we may use an alternative design that is more appropriate to the environment in which the sign is placed. Please contact xxxxxxxxx@xxxxxxxxx.xxx.uk for advice and to have your sign professionally designed. All signs must be approved by xxxxxxxxx@xxxxxxxxx.xxx.uk before they are produced. Signs should not include team or directorate names as this can lead to them becoming out-of-date. page 16