The Bureau Brand Guidelines

Company Name: The Bureau

Document Contents: Logo Specifications Typography Colourways Tone of voice

Date of issue: April 2016

Brand examples Bureau departments Digital media Our story

DATE OF ISSUE : 2016

BRAND PERMIT OF USE Dear Sir/Madam, This document entitles you to the use of the brand of The Bureau.

Please find enclosed a set of brand guidelines. Adhere to them in the upmost detail.

The Bureau has a vision to repurpose history. To campaign for a better tomorrow with yesterday’s values. The Bureau reminds us where we are now, where have we been and where we are going.

We use a vintage aesthetic to capture the attention of a nostlagic older audience, and an impressionable younger generation. There are three departments within The Bureau: Health, Growth and Food. These three departments have different aims and campaign objectives to encourage their audience to make better choices. Choices that both effect themselves and the people around them.

We are an independant, non-profit thinktank who continue to engage society with inspired ideas, clever creative and meaningful messages. We encourage society to consider how they can make changes that effect a generation.

Yours Sincerely,

Rebecca Fisk

DATE OF ISSUE : 2016

DEPARTMENTS OF THE BUREAU

The Bureau of Growth focus their efforts on encouraging families to grow their own fruit and vegetables by campaigning to make the public aware of their local allotment schemes, and just how easy it is to start growing your own produce.

The Bureau of Food understand how much times have changed.

Food has become an incredibly large part of life and the Bureau aim to make the public aware of the issues surrounding food. Portion sizes are bigger, more food is wasted and obesity is more common than ever.

The Bureau of Health apsire to help the public understand the real issues facing the NHS right now. They campaign to help the cause in any way possible, and lean on the values of the past to help us think about the future.

BRAND GUIDELINES

BUREAU DEPARTMENTS

DATE OF ISSUE : 2016

MAIN LOGO

Logo spacing specifications: Use the ‘the’ section of the logo to appropriately space the graphic.

No other graphic elements should encroach on the spacing set out in these specifications.

This version of the logo is for use over photography, or where visibility of brand mark becomes imposed or difficult to see.

The same spacing specifications apply as above.

BRAND GUIDELINES

LOGO SPECIFICATIONS

DATE OF ISSUE : 2016

SUBSIDIARY LOGOS

BRAND GUIDELINES

LOGO SPECIFICATIONS

DATE OF ISSUE : 2016

TYPOGRAPHY

There are 4 main fonts that help to keep the Bureau brand consistent. American typewriter tends to be used as a title or subtitle font, the light, regular and bold weights of it can be used.

Lucky typewriter is our body copy font. All large bodies of text should use this font. Occasionally Nexa (bold, light or regular) can be used if lucky typewriter isn’t appropriate.

Nexa bold is quite a regularly used font in The Bureau brand.

It can be used for highlighting information, subtitles, for buttons on the website and more.

Bizon is a highlighting font, it should be used occasionally and in good taste to add some character to a design.

BRAND GUIDELINES

TYPOGRAPHIC RESTRICTIONS

ISSUE NUMBER 39 - ONE HALF PENNY

BRAND GUIDELINES - THE BUREAU TONE OF VOICE

BUREAU INTRODUCE COPY GUIDELINES Tone and voice are two separate elements, that when put together in the right situations, work seamlessly.

That’s what the Bureau tone of voice should be - seamless. Our voice is an echo of the past. The way in which we speak to our audience takes an influence from copywriting of the

40’s and 50’s. But our opinions, outlook and desires are most certainly more modern. Our voice is simple, our words need to motivate people.

Motivate them enough to make a change that could impact their lifestyle or future generations.

INFORMATIVE

TONGUE AND CHEEK

We do not preach. We are an informative brand that make helpful content. We don’t just give lifestyle tips, we help to instill permanent change.

Don’t be afraid to be a little bit cheeky. Remember, our audience aren’t robots, they need to know we don’t take ourselves too seriously.

FAMILIAR

TO THE POINT

Our audience should feel we are relatable when they read our copy. Don’t patronise them, make them feel like we understand them.

Lets not mess about. If you can say it in 5 words instead of 3 sentences then you most certainly should. But be careful you’re not too blunt.

A FEW GRAMMAR HINTS We are an institution of importance, so grammar errors are completely inexcusable. We are a respected brand, therefore we need to make sure our copy is always on point in terms of grammar.

Numbers are not written they should always be number characters (1,2,3).

Using all capitals for titles and subtitles is an encouraged use of the brand.

ISSUE NUMBER 39 - ONE HALF PENNY

BRAND GUIDELINES - THE BUREAU TONE OF VOICE

Tone describes the way in which you speak to your audience.

We change our tone dependant on the type of audience we are speaking to, or the style of document we are delivering.

There are times to be serious, and times to be a little more

easy going. Sometimes a mix of the two works best. You want to engage your reader in a positive way, rather than a negative one. Catchy headlines that make the audience laugh or think twice is kind of our thing.

INSTEAD OF SAYING “COME SEE A PHARMACIST FOR YOUR ILLNESS” WE WOULD SAY “WE HAVE THE PILLS TO HEAL YOUR ILLS” FORMAL TONE Sometimes it’s necessary for us to use a more formal tone of voice. When using this tone of voice, we usually refer to ourselves in the third person. We try to sound as official and professional in these situations as possible. This situations tend to be in documents such as guidelines, trend documents or when writing statements.

EASY GOING Our easy going, less formal tone of voice is used on many different platforms. This can be on social media, campaign posters, digital deliverables and more. If the audience is likely to receive a more friendly and familiar tone of voice better, then you should certainly use it. Just don’t be unprofessional, we have a brand reputation to uphold after all.

DATE OF ISSUE : 2016

COLOURWAYS PRIMARY COLOURS

CMYK 0, 1, 19, 0 RGB 255, 250, 221 #fff9dc

CMYK 0, 0, 0, 92 RGB 55, 54, 54 #363635

SUPPORTING COLOURS

CMYK 0, 82, 70, 0 RGB 233, 74, 68 #e94a43

CMYK 96, 59, 42, 36 RGB 0, 70, 91 #00455b

The navy supporting colour does not feature on digital content for the website. It can however be used for digital social media deliverables.

BRAND GUIDELINES

COLOURWAYS

DATE OF ISSUE : 2016

OUR STORY

WE HAVE A VISION TO RE� PURPOSE HISTORY It all began with a small archiving project of a 1940’s/1950’s box of old papers and documents. This box of records came from a corner shop which appeared to be the hub of the community. ‘Boyd’ - the owner, was part of the Ministry of Food’s rationing programme, a pools collector and a shop owner.

Through cataloguing and archiving the two boxes of paper records, the idea for The Bureau was born. It came from the desire to teach a generation about the values of the time period, and remind an older generation of how things used to be.

The hope is to inspire society to campaign for a better tomorrow with yesterday’s values. The Bureau reminds us where we are now, where have we been and where we are going.

We are an independant, non-profit thinktank who continue to engage society with inspired ideas, clever creative and meaningful messages.

We encourage society to consider how they can make changes that effect a generation.

BRAND GUIDELINES

OUR STORY

DATE OF ISSUE : 2016

IMAGES AND PHOTOGRAPHY

The Bureau has a vast bank of imaergy from the archive catalogue. These can be used for artwork where appropriate and feature heavily on the website.

BRAND GUIDELINES

If imagery needs to be sourced or purchased, then post production is extremely important. Images must be made to look more akin to the 1940’s/1950’s time period. This can be achieved in any way the designer see’s fit.

PHOTOGRAPHY GUIDELINES

DATE OF ISSUE : 2016

IMAGES AND PHOTOGRAPHY

Texture is the most important aspect of our photography, so if you’re taking a photograph on behalf of The Bureau, keep that in mind. We show age, elegance and authenticity through our photography.

Texture sometimes can’t be achieved in a photograph or a stock image.

Sometimes we need to add it in post production. A set of Bureau approved textures is available upon request.

BRAND GUIDELINES

PHOTOGRAPHY GUIDELINES

DATE OF ISSUE : 2016

WEB AND DIGITAL CONTENT

The Bureau website is our key information point, it’s where we point our audience to, it’s where our tone of voice shines through and allows us to achieve our goal of informing and advising society.

If you are creating website content such as blog posts or background imagery please keep in mind: - T he Bureau tone of voice is to be adhered to and should not be altered under any circumstances.

- O ff black and cream are the main website colours, red is used to highlight. Avoid the use of blue on the website.

- E very photography choice is vital for keeping brand consistency.

Don’t rush your decision on a photograph, and if it requires post production make sure you give it the time and attention it needs.

- A merican typewriter is the subtitle font choice for the website.

Nexa bold gets used for buttons and text highlights. Lucky typewriter is the body copy choice for the website. Bizon can be used to highlight information such as prices, blog post titles etc.

BRAND GUIDELINES

DIGITAL