THE BLOODHOUND EXPERIENCE

Transcription

1 THE BLOODHOUND EXPERIENCE 2015

2 INTRODUCTION INTRODUCTION This pack explains the elements you need to communicate the BLOODHOUND experience and style effectively and consistently. DESCRIPTION The BLOODHOUND Project is a global Engineering Adventure, using a 1000 mph World Land Speed Record attempt to inspire the next generation about science, technology, engineering and mathematics. THE PACK BLOODHOUND Overview Principles Governance OBJECTIVES: Inspire the next generation about science, technology, engineering and mathematics. Share an iconic research and development programme with a global audience. Set a new World Land Speed Record of 1000 mph. Design Copy Asset Schedules

3 BLOODHOUND OVERVIEW 2015

4 We Are BLOODHOUND OUR MISSION Create a unique, high-technology project, focused around a 1000 mph World Land Speed Record attempt. Share this Engineering Adventure with a global audience and inspire the next generation by bringing science, technology, engineering and mathematics to life in the most exciting way possible OBJECTIVES Inspire the next generation of students about science, technology, engineering and mathematics. Share an iconic research and development program with a global audience. Set a new World Land Speed Record of 1000 mph. Deliver exceptional returns to our Sponsors WHY BLOODHOUND? BLOODHOUND is an EXPERIENCE a can-not buy, authentic opportunity for sponsors to activate. We have PROVEN global reach and engagement with the brand beyond passive impressions ( 200m equivalent media cover) We are ORGANIC retweets, shares, viral capability of our content re-writes the paid blogger and influencer market. WHY IS THIS IMPORTANT Influencing the next generation Global project making a global difference Creating history leaving an indelible mark Drive investment

5 The BLOODHOUND Experience WE ARE THE EXPERIENCE AUTHENTIC ORGANIC PROVEN BLOODHOUND = INSPIRATION Engagement Media Education

6 BLOODHOUND Image The first impression should be fresh and exciting, conveying the dynamism of the project as well as the professionalism and rigour of the team and the programmes associated with the Project.

7 PRINCIPLES 2015

8 Core Principles: 1 Sponsor Branding BLOODHOUND to review and approve assets produced. All sponsors agree to pre-defined lock ups before producing one sponsor only promotion around BLOODHOUND. Co-Branding All sponsors collaboratively agree and adhere to the shared suite guidelines All shared design elements need to be go through BLOODHOUND and can not be produced independently. Access Sponsors to provide access to BLOODHOUND of all related assets and agree BLOODHOUND can use these assets for the direct promotion and development of the sponsor s contract. Accessibility All content must be accessible to all audiences Digital Content must adhere to W3C compliant standards

9 Core Principles: 2 Usage Any assets produced must clearly state what they will be used for at brief stage. Duration of asset use to be agreed to ensure no legacy items are left in the market-place and there isn t any clash with other asset development on an individual asset basis. No assets can be used for specific product sales i.e. BLOODHOUND endorsed product without prior agreement with BLOODHOUND which will be subject to a licensing agreement and fee. Usage is understood to apply globally across all sponsor markets. Correct usage across markets is the responsibility of sponsors to enforce. Frequency of asset distribution i.e. content needs to be aligned with BLOODHOUND communications activity to avoid negatively flooding the market at any given time. Service Level Agreements All parties agree to a turn-around time for sign off or/and feedback within a maximum of 5 working days. Ownership Shared assets and designs are owned by BLOODHOUND. Individual assets and designs are owned by the creator

10 GOVERNANCE 2015

11 Governance Scenarios to use this process: Any BLOODHOUND related content produced for different channels Sharing this process: Please circulate to third parties and international markets for alignment Definition Development Quality Assurance Asset Management BLOODHOUND Early Involvement At brief stage initiation meeting to review and agree approach: Messaging Look & Feel Timing Duration Frequency Channels Level of involvement (defining individuals involved and roles) BLOODHOUND Iterative Feedback Informing design through development: Messaging Look & Feel BLOODHOUND Sign Off Final sign off before live against the agreed at definition phase: Messaging Look & Feel Timing Duration Frequency Channels Level of involvement (and who) BLOODHOUND Management Storage, distribution, tracking of the asset: If shared asset BH to store in shared location and make available to sponsors. If independent sponsor asset, store and provide access / asset to BH.

12 Roles NOTES Defining individuals: As part of the definition phase key individuals and roles to be agreed DEFINITION BLOODHOUND: Sponsor Manager, Brand & Comms Manager SPONSOR: Sponsor Manager, Brand & Comms Manager AGENCY: Account Manager DEVELOPMENT BLOODHOUND: Sponsor Manager, Engineers / Driver as required, Brand & Comms Manager / Support SPONSOR: Sponsor Manager, Brand & Comms Manager / Support, Designers, Developers AGENCY: Designers, Developers, Account Manager Sharing this RACI: Please circulate to third parties and international markets for alignment QUALITY ASSURANCE BLOODHOUND: Sponsor Manager, Brand & Comms Manager, Director(s) or/and Driver SPONSOR: Sponsor Manager, Brand & Comms Manager, Legal Manager, Design Manager, Development Manager AGENCY: Design Lead, Development Lead, Account Manager MANAGEMENT BLOODHOUND: Website Manager or/and Sponsor Manager SPONSOR: Sponsor Manager (and sharing with international markets) AGENCY: Account Manager

13 Asset Management BLOODHOUND will make applicable images, guidelines, footage and designs available in the BLOODHOUND Sponsors Area:

14 DESIGN 2015

15 HEADINGS AND TYPEFACES Straplines always appear in orange (C2 M61 Y100 K0) capital letters below the main title which appears in white in the following variations: Generic from right Generic from left SPACE AGE Space Age font to be used in uppercase for the BLOODHOUND SSC heading on Large scale marketing collateral designed to last for the life of the project e.g. posters and exhibition stands. VERDANA ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Verdana is used for digital communications e.g. presentations, footers, website.

16 COLOUR PALETTE BLOODHOUND Orange PANTONE 716C C2 M61 Y100 K0 RG B 250, 99, 0 Light Blue PANTONE 298C C67 M5 Y0 K0 RGB 35, 186, 237 BLOODHOUND Blue PANTONE 5255C C100 M98 Y33 K32 RGB 19, 26, 87 Gradation C100 M98 Y33 K32 RGB 19, Black PANTONE BLACK C C0 M0 Y0 K100 RGB 0, 0, 0 Light Grey PANTONE 877C C0 M0 Y0 K60 RG B 143, 143, 140 White C0 M0 Y0 K0 RGB 255, 255, 255 C100 M90 Y10 K0 RGB 36, 42, 115 A 3rd colour blue was introduced to lift the central part of the gradient. This is used at a location of 50 and should only be used in the gradient. NOTE: BLOODHOUND Blue and BLOODHOUND Orange is available from Azko Noble. Please ask BLOODHOUND Team for more details. C67 M5 Y0 K0 RGB 35, 186, 237

17 BLOODHOUND Logo Usage BLOODHOUND Project has two logos; the Main project logo and the 1K Club Logo, as below. The guidelines for logo usage apply to all variations of the BLOODHOUND Project logo. Main Project Logo 1 K CLUB logo The maximum size of the Verdana font under the logo must be the width of the BLOODHOUND logo and still kept with the 2 x A exclusion zone Exclusion Zone The exclusion zone is the minimum area around the logo that must remain clear of typography or any other graphic device. Minimum The logo should never be smaller than the minimum size.

18 Incorrect BLOODHOUND Logo Usage Logo position Colouring Logo should never be represented slanted or at any angle other than vertical. Background The BLOODHOUND logo and the BLOODHOUND SSC 1K CLUB logo appear in colour only, never as an outline. An outline is only to be used for etching materials. Proportions The logos may appear on a full page or blended blue, white or orange background (see colour palette) only, never on busy background. Proportions of the logo must never be changed by stretching or reducing it either vertically or horizontally.

19 Sponsor Logo Hierarchy Tier One Partners Founder Sponsors Tier Three & Four Partners Video & Networking Partner

20 Lock Ups These can be used on internal and external materials. All uses require BLOODHOUND approval / sign-off needs in advance. At BLOODHOUND owned events or when more than one sponsor logo is featured (multiple lock-up) a white background must be used. If text and logo is used for the sponsor, both the BLOODHOUND logo and text BLOODHOUND SSC must be used. Sponsor Logo Lock-ups are agreed individually between sponsors and BLOODHOUND (see example). At all times the BLOODHOUND trademark logo needs to be visible. If stated, the partnership text i.e. Chosen oil of The BLOODHOUND Project needs to be agreed in advance. Sponsor Logo

21 Composite Emblems These can be used on internal and external materials, if part of additional BLOODHOUND promotion sign-off needs to be confirmed with BLOODHOUND in advance. If text and logo is used for the sponsor, both the BLOODHOUND logo and text: BLOODHOUND SSC Engineering Adventure must be used. At all times the BLOODHOUND trademark logo needs to be visible.

22 Shared Assets Design Shared design is agreed by all sponsors across all assets in advance. Sponsors can not create a shared design asset without prior agreement with relevant sponsors and BLOODHOUND. Design Principles Sponsor logo runs are separated by the BLOODHOUND logo All image proportions to remain constant Logos to have white edging to differentiate from like / same colour backgrounds i.e. blue on blue Maintain constant look and feel across all assets Usage Shared assets are a collaborative production as such can be reproduced through BLOODHOUND s recommended suppliers by the sponsors for individual events. Shared assets will be used at BLOODHOUND s key properties. Shared asset designs will be made available on the BLOODHOUND Sponsors area

23 Imagery and footage: 1 Photography Imagery Images made available in the sponsors area, photo-shoots can be arranged on request. Additional stylised images available for purchase from Stefan Marjoram, BLOODHOUND s official photographer. Can only use current images of the car and other shared assets with correct logos. CGI Imagery On Footage Logos Footage Animations will have a final lock-up screen of main sponsors (and others where applicable) Individually sponsored videos will display sponsors logo on title and credit shots. Unless otherwise agreed, footage will not carry logos as watermarks or subtitle frames in the footage Computer generated images of the Car should always appear with credit where applicable. All CGI renderings should be credited with Imaging by Flock London. Images of the Car should always appear with sponsors logos featured.

24 Imagery and footage: 2 Descriptors and Linking Imagery All images to be tagged to include the terms BLOODHOUND and BLOODHOUND SSC and the BLOODHOUND project All images to include descriptive title. All shared images to be made available on the asset library. Footage All footage to have agreed descriptors with text links to and relevant sponsor sites. Meta-tagging on digital posts to include the terms BLOODHOUND and BLOODHOUND SSC and the BLOODHOUND project Imagery Agreed imagery can be used for internal promotion and generic external distribution across social channels on sponsors site. Use of imagery for a product specific promotion is subject to agreement with BLOODHOUND in advance. Imagery can be made available to media for distribution under the agreement they follow the above guidelines. Usage Footage Agreed footage can be used for internal promotion and generic external distribution across social channels on sponsors site. Use of the video for a product specific promotion is subject to agreement with BLOODHOUND in advance. Footage can be made available to media for distribution under the agreement they follow the above guidelines. Footage can be spliced for use in other asset creation subject to prior agreement with BLOODHOUND and approval of the same. For up to date footage please visit Alternatively contact via jules.tipler@mettlepr.com or phone +44(0)

25 Clothing Team Kit Where agreed in the contract, logo s will be positioned on the arms of the team kit. If outside of contract there is an opportunity to purchase an 80mm logo. Visual shows interim team kit please note desert kit will need to be confirmed. Driver s Suit Where agreed in the contract, an 80mm logo will be positioned in a relevant / prominent position as agreed with the Sponsors. If outside of contract for main sponsor there is an opportunity to purchase an 80mm logo in position TBC. There is an opportunity to purchase additional space in addition to baseline. Please note other sponsors will have opportunity to purchase based on 80mm nonprominent position only. Please note there will be a new suit for the 1000mph run.

26 COPY 2015

27 Messaging BLOODHOUND SSC MESSAGING TONE Confident and humble. We think up and don t dumb down. SPONSORS THE TEAM FAQs VISION To Inspire POSITION Engineering Adventure MISSION Create a unique, high-technology project, focused around a 1000 mph World Land Speed Record attempt. Share this Engineering Adventure with a global audience and inspire the next generation by bringing science, technology, engineering and mathematics to life in the most exciting way possible. LAND SPEED RECORD NEWQUAY SOUTH AFRICA

28 BRAND NAMES BLOODHOUND SSC should always be spelt out in capital letters and may appear in the following contexts: BLOODHOUND SSC / BLOODHOUND supersonic CAR BLOODHOUND Project BLOODHOUND Education Programme BLOODHOUND 1K Club BLOODHOUND@University or To be used only when referring directly to the Car. When spelt out in full the name of the car should appear with the initial letters of Super Sonic and Car in capitals. The title of the entire Land Speed Record attempt. Project should have an initial capital letter. The name of the education programme managed by a team representing education. Education Programme should have initial capital letters. The title of the supporters club should always appear with an initial capital letter on Club. A higher education programme developed by UWE, Swansea, Southampton and EPSRC which uses BLOODHOUND Project as a focus for the delivery of engineering education. University should have an initial capital letter. The web domain name should appear in capitals. BLOODHOUND Programme Limited The name of the organisation, BLOODHOUND the legal entity, Programme Limited should have initial capital letters.

29 ASSETS 2015

30 Asset Baseline: Properties Please note: Final asset baseline across the three properties to be finalised BTC Asset Existing / New Baseline 1/10th Scale Models Existing Livery on model Jaguar Engine Existing N/A JLR Specific Cut Out Existing Livery on car Great Banner Existing Sponsor logos on GREAT banner Simulator Existing Description plaque with sponsor details Main partner banner Existing Main sponsor logos Newquay 2015 Asset Existing / New Baseline South Africa 2016 Asset Existing / New Baseline

31 Asset Baseline: Merchandise Merchandise Asset Existing / New Baseline 1/10th scale model Existing Main sponsor on livery 1/20th scale model Existing Main sponsor on livery 1/64th scale model Existing Main sponsor on livery Corgi Model Existing On Livery Pin Badge Existing On Livery Design Sheets Existing Shown in footer Pop-out Model Existing On Livery Posters Existing On Livery Stickers and Sticker Books Existing On Livery Fin forms Existing Logo on forms Carrier bags Existing Logos on bag BDE Certificates Existing Logos on certificates 3D slot car Existing Main sponsor on livery Coventry pop out model car Existing Main sponsor on livery Stemmer pop out model car Existing Main sponsor on livery Postcards Existing On Livery

32 Asset Baseline: Digital Digital Assets Asset Existing / New Baseline Cisco TV Episodes Existing Reference to sponsors either visually or verbally Other Video assets Existing See Image and Footage slide BH Webisodes Existing Reference to sponsors either visually or verbally Website across estate Existing Footer / Header positioning Website individual sponsor pages Existing Sponsor Pages CGI Animations & associated assets Existing Reference to sponsors either visually or verbally Virtual Reality Existing Reference to sponsors either visually or verbally BDE software x 6 Existing Logo on credits

33 Asset Baseline: Other Other Asset Existing / New Baseline BLOODHOUND SSC Existing Main sponsor logos on Livery BLOODHOUND team clothing Existing Where specified in contract - Main sponsor logos on clothing (nb: interim and desert kit available) Drivers suit Existing Where specified in contract - Main sponsor logos on suit Show cars x 2 Existing Main sponsors on livery Leaflets Education/ project Existing Main sponsors on leaflet Education Show cars BH Existing Main sponsor on livery Education Show Car Great Campaign Existing Main sponsor on livery Education Trailers x 2 Existing Main sponsor on trailer Events Van wrap Existing Main sponsor on vehicle K'Nex Car Existing TBC Nomadics Existing TBC Popups Existing TBC Modular Car laptops x 12 Existing Main sponsor logos on laptop Sponsor certificates Existing Logo on certificates Education Programme activity sheet Existing Logos on sheet Education Programme Engineering Design sheet Existing Logos on sheet AR cards Existing TBC Page headers Existing TBC

34 OTHER 2015

35 VIP Booking VIP Booking Requirements Transport (assumed Business Class) to be offered in all instances Accommodation to be offered in all instances Booking is for a 9am-5pm period only (out of hours is at additional cost) Booking is for one public presentation in that time period only (multiple to be agreed at cost) Lunch break of 45mins minimum to be made available Single point of contact at event to greet and host the VIP Suitable breaks to be provided between event sessions Break out area provided for VIPs with internet connection VIP Booking Process Request and Brief Booking Confirmed? Yes Scripts, agenda and Content sent for review Content Approved? Final confirmation. Invoice raised. No Contacts, logistics, accommodation confirmed

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