Brand Guidelines Version 1.0 2017 1 / 29
Contents 1. Introduction Why do we need a brand? 04 2. Our vision: what we want 06 Our mission: what we do 07 Our values: how we speak and behave 08 Our brand story 09 3. Logo: CCF crest 11 Logo: master logo 12 Logo: colour breakdown 13 Logo: clearance 14 Logo: mono positive 15 Logo: colour negative 16 Logo: mono negative 17 Logo: co-branding / partnerships 18 Colours: primary & secondary palette 19 Typography 20 Photography 21-22 Graphic devices: the CCF apex 23 Graphic devices: the CCF patterns 24 4. Applications: digital 26 Applications: print 27-28 Quick checklist 29 2 / 29
1.0 Introduction 3 / 29
Why Why do we need a brand? A brand is everything that comes to mind when people think of you. It is our job to make sure our brand is the best that it can be: Easily recognised Easily understood Great at attracting young people, parents and teachers alike. By following these guidelines you will help the Combined Cadet Force (CCF) to build a strong and consistent brand. 4 / 29
2.0 Our Story 5 / 29
Our vision: what we want Young people from all walks of life with access to life changing experiences. 6 / 29
Our mission: what we do We open up young people s worlds by giving them the kinds of incredible, life-changing experiences that only we can provide. 7 / 29
Our values: how we speak and behave Open: We invite young people from all walks of life to take part. We use language everyone can understand. Brave: We embrace adventure and inspire others to take up the challenge. We use active language that brings what we do to life. Stimulating: Our positive energy is infectious. Our communications stimulate all the senses. 8 / 29
Our brand story Life s better beyond a screen. Imagine the sea spray in your face, as you ride ocean waves with the Royal Navy. Imagine the thrill of driving a British Army tank over rough terrain. Imagine the freedom of the sky, as you take the controls of a Royal Air Force jet. These are just some of the incredible experiences you can take part in through the Combined Cadet Force. Once in a lifetime experiences that money can t buy, and that you ll carry with you for life. Experiences that will challenge you, open up your horizons and set you up with valuable skills for your career and life ahead. If you re ready for an adventure that could change the rest of your life, stop imagining and come along. 9 / 29
3.0 The new CCF visual toolkit 10 / 29
Logo: CCF crest 11 / 29
Logo: master logo 12 / 29
Logo: colour breakdown Logo Icon Wordmark This is how the icon and wordmark have been constructed to form the CCF logo. Pantone 289 C R12 G35 G64 C100 M76 Y12 K70 Hex: #0C2340 Pantone 485 C R218 G41 B28 C0 M95 Y100 K0 Hex: #DA291C Pantone 645 C R125 G161 B196 C56 M21 Y2 K8 Hex: #7DA1C4 Pantone 121 C R253 G215 B87 C0 M8 Y70 K0 Hex: #FDD757 13 / 29
Logo: clearance When using the logo in your designs, please observe the clearance space around the logo to give it ample room to breathe. 40mm 40mm is the minimum size the logo should be reduced to. Where needed, the crest can be used on its own to create an icon. 14 / 29
Logo: mono positive Where it is not possible to use the full-colour version of our logo, there are secondary, mono and negative versions to use. 15 / 29
Logo: colour negative 16 / 29
Logo: mono negative 17 / 29
Logo: co-branding / partnerships In partnership with Westcliff High School In partnership with Thomas Deacon Academy 18 / 29
Colour Primary palette Pantone 289 R12 G35 G64 C100 M76 Y12 K70 Hex: #0C2340 Pantone 032 R239 G51 B64 C00 M86 Y63 K00 Hex: #EF3340 Pantone 7680 R82 G49 G120 C87 M99 Y0 K8 Hex: #523178 Pantone 115 R253 G218 G36 C00 M6 Y87 K00 Hex: #FDDA24 Pantone 299 R00 G163 G224 C86 M8 Y00 K00 Hex: #00A3E0 Pantone 5605 R34 G55 G43 C82 M36 Y83 K90 Hex: #22372B Pantone 437 R123 G100 G105 C21 M40 Y18 K56 Hex: #7B6469 Pantone 5743 R62 G72 B39 C54 M24 Y86 K73 Hex: #3E4827 Pantone 5773 R137 G144 G100 C29 M10 Y52 K32 Hex: #899064 Black R00 G00 B00 C00 M00 Y00 K100 Hex: #000000 Secondary palette 19 / 29
Typography Primary Font: Helvetica Neue aabbccddee 0123456789 % $@:&#/ Secondary Font: Helvetica When Helvetica Neue cannot be used please use Helvetica or Arial. There is a system version of Helvetica for Macs. On Windows, Arial should be the replacement. Clean, clear & versatile 45 Light 46 Light Italic 55 Regular 56 Regular Italic 75 Bold 76 Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789@ $%^&*()_+{}><?! 20 / 29
Introduction Photography Brand Guidelines / Version 1.0 Brave / Fair / Stimulating / Fun / Positive / Enriching / Challenging / Rewarding 21 / 29
Introduction Photography Brand Guidelines / Version 1.0 Inside the action 22 / 29
Graphic devices: the CCF apex The wordmark contains three very distinct angular slices that form the CCF Apex. This device can be used in an array of brand colours, to add dynamism to CCF creative outputs. 1 2 3 Who knew mucking in could feel this good? Take on an army obstacle course. Take the controls of an aircraft. Pilot a boat through the waves. The best experiences of your life are waiting. Get stuck in at Combined Cadet Force. combinedcadetforce.org.uk 23 / 29
Graphic devices: the CCF patterns There are two graphic patterns that can be used in CCF designs. These patterns can be used over solid colours or imagery. Please see example of their use in the how it all works together section. 24 / 29
4.0 How it all works together 25 / 29
Applications: digital Photograph Kerry Harrison 26 / 29
Applications: print Who knew mucking in could feel this good? Who knew mucking in could feel this good? Who knew mucking in could feel this good? Who knew mucking in could feel this good? Take on an army obstacle course. Take the controls of an aircraft. Pilot a boat through the waves. The best experiences of your life are waiting. Get stuck in at Combined Cadet Force. Take on an army obstacle course. Take the controls of an aircraft. Pilot a boat through the waves. The best experiences of your life are waiting. Get stuck in at Combined Cadet Force. Take on an army obstacle course. Take the controls of an aircraft. Pilot a boat through the waves. The best experiences of your life are waiting. Get stuck in at Combined Cadet Force. Take on an army obstacle course. Take the controls of an aircraft. Pilot a boat through the waves. The best experiences of your life are waiting. Get stuck in at Combined Cadet Force. combinedcadetforce.org.uk combinedcadetforce.org.uk combinedcadetforce.org.uk combinedcadetforce.org.uk When using the colour palette please consider legibility. Only reverse text out from the darker colours and use darker text on the brighter backgrounds. Please consider your colour combinations and limit the amount of colours used within a single application. 27 / 29
Applications: print Imagine a school full of high flyers Imagine having students in your school who ve flown an aircraft, beaten an army obstacle course or mastered a sailing boat. Students whose horizons aren t limited by where they re from but instead whose expectations of life have been reset by unforgettable experiences with the Armed Forces. We believe every school in the UK should be filled with students who ve experienced life to the full. Including yours. Find out more about what Combined Cadets can offer your pupils, students and school. Get in touch today. combinedcadetforce.org.uk Imagine a school full of high flyers Imagine having students in your school who ve flown an aircraft, beaten an army obstacle course or mastered a sailing boat. Students whose horizons aren t limited by where they re from but instead whose expectations of life have been reset by unforgettable experiences with the Armed Forces. We believe every school in the UK should be filled with students who ve experienced life to the full. Including yours. Find out more about what Combined Cadets can offer your pupils, students and school. Get in touch today. combinedcadetforce.org.uk 28 / 29
Quick checklist The logo is correct exclusion zone size colour All colours have been selected from the palette The correct fonts have been used The photography style is in line with our image principles The graphic devices have been used in the right way 29 / 29