THE CITY GATEWAY
VISUAL IDENTITY
CITY GATEWAY
Our History
Our Identity
City Gateway was set up in 1999 by a group of city workers involved in local churches to bring hope to the local community of Tower Hamlets who hadn’t benefited from the area’s wider economic development.
Our identity is not just a logo. It is a design scheme composed of our key values; innovation, ambition and excellence that come together to create a distinctive look and feel. It succeeds in giving City Gateway its own recognisable and distinct identity.
We help disengaged young people and excluded women towards socioeconomic independence, through community-building, personal development, training, apprenticeships and employment progression.
Innovation - Using a varied graphic pallet of triangle shapes, icons, standard layout and colour themes we have created a recognisable family of collateral across all delivery areas.
We are proud of our team who really want to make a difference in each young person’s life. Our dedicated Retention Workers and Safeguarding Team provide our young people with a bespoke wraparound support right through their stay at City Gateway.
Ambition - Creating an identity in line with our values and mission. Excellence - Fresh new look which is attractive, cleaner, more organised, consistent and fit for purpose
Our Values Innovation Innovative in finding fresh, high-impact solutions
Ambition Ambitious for all the individuals and communities we work with
Excellence Excellent in all of our professional services
CONTENTS
Brand Personality........................................................................................................................4
Typography...................................................................................................................................20
Logo.....................................................................................................................................................5
Typographic style.......................................................................................................................................................... 20 Bullet Points.................................................................................................................................................................... 21 Font...................................................................................................................................................................................... 22
Logo position...................................................................................................................................................................... 6 City Gateway Tag............................................................................................................................................................. 6 Logo size............................................................................................................................................................................... 7 Minimum size..................................................................................................................................................................... 8 Clear space zone.............................................................................................................................................................. 8 Correct logo usage.......................................................................................................................................................... 9 Incorrect logo usage.................................................................................................................................................... 10
Corporate services Graphic Pallet..................................................................................11 Youth Services Graphic Pallet............................................................................................12 Photography................................................................................................................................13 Colour ............................................................................................................................................14 Youth Services pallet................................................................................................................................................... 14 Corporate Services Palette...................................................................................................................................... 16
Design Principals......................................................................................................................18 General principles........................................................................................................................................................ 18 Headline ........................................................................................................................................................................... 18 Introductory Sentence............................................................................................................................................... 19
Design Elements........................................................................................................................ 23 Icons, dots and linear panel...................................................................................................................................... 23 Example usage................................................................................................................................................................ 24
Design Summary....................................................................................................................... 25 Compulsory elements for all materials.............................................................................................................. 25 Rules of consistency.................................................................................................................................................... 25
Templates......................................................................................................................................26 Template library............................................................................................................................................................. 26
Writing Style...............................................................................................................................27
BRAND PERSONALITY To create collateral with depth, clarity and distinction, City Gateway, has a style concept that can work across all communications.
Corporate
Our graphical concepts for both Youth Services and our Corporate clients mirrors City Gateway’s foundation values. City Gateway is innovative, ambitious and excellent for its young people. These values are enhanced by our location which is on the doorstep of the international and diverse City of London. We celebrate diversity, encourage alternative views and offer a place of learning and support that gives young people hope for the future. This broader perspective is illustrated through imagery and/or copy.
Youth Services
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LOGO Our logo is the core element of our identity – a universal signature across all our communications that should be used on all material in the correct way. Our logo comprises of three main elements namely: 1. The Vector graphic 2. The City Gateway logotype. 3. The City Gateway colours (blue on white or vice versa) The logo should not be altered, digitally manipulated or redrawn as well as the two elements never being separated. Always use the appropriate artwork format from the available eps, jpeg and png formats.
Colour: blue
Colour: white
C= 100% M=80% Y=31% K=16% R=21 G=66 B=113 #154271
C=0% M=0% Y=0% K=0% R=225 G=225 B=225 #FFFFFF
File formats eps:
all professionally printed applications.
jpeg:
Microsoft and online.
png:
online usage.
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LOGO Logo position
City Gateway tag - to be used on full bleed images
City Gateway Logo - to be used on white space
Logo size consistency is important when producing a wide range of communications. Our logo always appears in the bottom right hand corner of all external printed marketing materials. Do not centre the logo or use it on the top of the page. However our logo always appears in the top right hand corner of all word documents and online spaces. For the correct positioning on the page the clear space rule must be applied to the correct logo sizing for the page size being used.
City Gateway Tag City Gateway tag is to be used on media that uses full bleed images. This is most relevant to City Gateway’s Corporate visual identity. The tag must bleed off the right hand side of the page and the logo itself must fit within the page margins.
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Logo size
A5
Shown here are the recommended sizes for the reproduction across a selection of standard paper formats. The size of the logo is measured by the full width of the City Gateway typeface within the logo. Please see the examples.
3.5mm
LOGO
7.7mm
50mm
35.5mm
10.8mm
70mm
4.9mm
A4
50mm
A3
15mm
6.8mm
98mm
70mm
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LOGO
37mm
26mm
5.7mm
The logo must be clearly visible and reproduced consistently. For this reason, a minimum size has been established across a selection of standard paper formats. The size is 35mm across the full width of the City Gateway typeface. The logo does not have a maximum reproduction size.
2.5mm
Minimum size
Clear space zone In order to ensure our logo has a strong impact and presence on every application, we have created a clear space zone for it, whether it’s on a blue linear or white background. This is calculated using half of the width of the ‘buildings’ within the logo, as illustrated. Please observe this rule and ensure that no other graphic elements (such as text or imagery) intrude into the clear space zone. This includes the edge of the page and is true for all media, with the possible exception of some online and merchandise applications.
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LOGO Correct logo usage The logo must be clearly visible and reproduced consistently. For this reason, a minimum size has been established across a selection of standard paper formats. The size is 37mm across the full width of the City Gateway typeface. The logo does not have a maximum reproduction size.
Margin sizes Note: Margins are to be kept in proportion by using the previous margin size multiplied by 1.4
Paper size
Margin size
A6*
8mm
A5
10mm
A4
14mm
A3
19mm
A2
27mm
A1
38mm
A5
A4
A3
*A6 is an exception to this rule
For example A5 margin 10mm x1.4 = A4 Margin 14mm (round up or down to the closest number)
Note: Logo Consistency Ensure that the logo is placed in the correct position and is the correct size on all related material.
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LOGO Incorrect logo usage
1
2
3
4
5
6
7
8
Here are some examples of what not to do with our logo.
Don’t ‌ 1.
Use alternative colour combinations
2.
Change the colour of the logo
3 /4. Use the logotype or buildings independently. 5.
Change the relationship between the crest and logotype
6.
Apply graphic filters
7.
Distort or rotate the logo
8.
Recreate with alternative typefaces
9.
Add department or project sub brands
10. Apply drop shadows or gradients
City Gateway 9
10
Canary Wharf 10
CORPORATE SERVICES GRAPHIC PALLET Single full bleed image
•
This should be relevant to material and either a) City Scape b) Person/ Engaging c) Situation of need (like below)
Headline
A
Logo always goes top left on City Gateway blue, with white logo. Transparency 100% (Effect > Colour Multiplied) Headline Box should always be in the bottom right corner, using Lato regular and light where appropriate.
Accent colour
•
This is different depending on delivery area but should only act as a frame for the Introductory Sentence
•
The accented lines are always to be in the same position on all material, not moved, expanded, thickened or lengthened.
Intro sentence
B
City Gateway Tag
Introductory sentence should be:
• •
No more than 6 words (and In CAPS) Consist of Lato light part and an emphasised Lato Regular part to the sentence.
C
A drop shadow must be applied to the text to create contrast between the text and the background image
SPONSOR A COURSE
Accent colour
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YOUTH SERVICES GRAPHIC PALLET Our triangular graphic pallet serves as a device that appears on all literature, it provides a simple identifier for external audiences and a fluid and organic set of graphic elements that can be ‘played’ with and used across all of the City Gateway Youth Services collateral. Triangular should never be cropped, altered or cut off. What is important is that with creativity, consistency and imagination the City Gateway, Youth services triangular graphic pallet can become as recognisable as our logo. All text must be readable and clear. White space is important to allow the design elements to breathe. Do not feel the need to fill space with the triangular graphic at the expense of the white space. The size and the number of triangles will vary according to what is being created and how much space is left to fill once the copy has been added. The designer should use their own discretion but bear in mind the copy is more important than the triangular graphic and it should not have to compete with it.
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PHOTOGRAPHY Photography is a powerful element of our identity. Through the subject matter we choose and style the imagery to create an innovative and unique identity. When featuring people, there is no set rule on composition. However, if you are featuring individuals, shots of them in context are very important. These natural scene-setting images say a lot. If a more intimate portrait of somebody is required, shoot them looking to camera and always feature their eyes. Keep it natural. Remember, a positive shot isn’t always a smiling one. Photographs should feel natural and observational rather than staged. Cropping into fine detail and exploiting unusual perspectives can help existing images become more dramatic and differentiating. Avoid the gratuitous use of images. Dull, poor quality, uninspiring and clichÊd images are detrimental to our identity and the effectiveness of your communications. Only use images that add relevance, personality and atmosphere. An eye-catching headline, distinctive typography, inspirational quote or graphic pattern can be more effective than a poor quality image. Diversity is important to City Gateway and should be represented throughout our collateral. Be mindful of this when selecting images for the project and ensure a broad range of diversity is showcased at all times. 13
COLOUR Our palette of nine colours has been designed to work independently and together in various complementary combinations. Accurate colour reproduction is vital and keep in mind that minimal colour usage is the most graphically effective. In all City Gateway material, the background should be white, unless there is a strong rationale for an alternative colour. There are set colour pallets for each department and the colours chosen for each are harmonised and balanced. No additional colours are permitted.
Youth Services pallet
Training and Apprenticeship
Children and Families
Informal Education
Women’s Project
Skills for Employment
Key Stage 4
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COLOUR Pantone, RGB, CMYK and HEX
Youth Services Colour
Please use these references for all printed and digital communications. Train Blue
Family Green
Informal Education Red
KS4 Orange
Women’s Project
2995 C
382 C
192 C
306 U
381 U
185 U
7413 C 130 U
241 U
CMYK
C:100 M:0 Y:0 K:0
C:33 M:0 Y:100 K:0
C:0 M:99 Y:71 K:0
C:0 M:50 Y:96 K:0
C:32 M:95 Y:0 K:0
RGB
R:0 G:159 B:227
R:185 G:213 B:50
R:299 G:11 B:57
R:247 G:147 B:38
R:176 G:49 B:146
HEX
00AEEF
B9D532
ADBFBD
F79326
B03192
Employ Black
Corporate/Youth Participation Blue
Black C
534 C
-
-
Black U
533 U
-
-
CMYK
C:0 M:0 Y:0 K:100
C:100 M:80 Y:31 K:16
C:13 M:13 Y:14 K:17
C:0 M:0 Y:0 K:0
RGB
R:0 G:0 B:0
R:20 G:66 B113
R:199 G:194 B:191
R:255 G:255 B:255
HEX
000000
154271
C6C1BF
FFFFFF
Pantone
241 C
Colour
Pantone
Grey
White
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COLOUR Our palette of nine colours has been designed to work independently and together in various complementary combinations. Accurate colour reproduction is vital and keep in mind that minimal colour usage is the most graphically effective. In all City Gateway material, the background should be white, unless there is a strong rationale for an alternative colour. There are set colour pallets for each department and the colours chosen for each are harmonised and balanced. No additional colours are permitted.
Corporate Services Palette
Generic Corporate/Training and Apprenticeship
Corporate Volunteering
Children and Families
Social Enterprise
Women’s Project
Fundraising
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COLOUR Pantone, RGB, CMYK and HEX
Corporate Services Colour
Please use these references for all printed and digital communications. Train Blue
Corporate Volunteering
Family Green
Social Enterprise
Women’s Project
2995 C
356 C
382 C
355 U
381 U
208 C 207 U
241 C
306 U CMYK
C:100 M:0 Y:0 K:0
C:78 M:15 Y:100 K:3
C:33 M:0 Y:100 K:0
C:27 M:97 Y:69 K:26
C:32 M:95 Y:0 K:0
RGB
R:0 G:159 B:227
R:57 G:149 B:54
R:185 G:213 B:50
R:151 G:32 B:51
R:176 G:49 B:146
HEX
00AEEF
389436
B9D532
972032
B03192
Fundraising
Employ Black
Corporate/Youth Participation Blue
Grey
White
130 C
Black C
534 C
-
-
129 U
Black U
533 U
-
-
CMYK
C:0 M:31 Y:100 K:0
C:0 M:0 Y:0 K:100
C:100 M:80 Y:31 K:16
C:13 M:13 Y:14 K:17
C:0 M:0 Y:0 K:0
RGB
R:253 G:189 B:20
R:0 G:0 B:0
R:20 G:66 B113
R:199 G:194 B:191
R:255 G:255 B:255
HEX
FAB700
000000
154271
C6C1BF
FFFFFF
Pantone
241 U
Colour
Pantone
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DESIGN PRINCIPALS Distinctive, well designed typography strengthens and adds character to our communications. Our typographical style is strong, clear and simple- we should pride ourselves on the clarity of our communications.
General principles All communications will contain a headline box in the top left edge, a short introductory sentence written to engage the reader and the logo in the bottom right edge.
Paper size
Headline Box height
A6*
13mm
A5
18mm
A4
25mm
A3
36mm
A2
50mm
A1
70mm
When designing materials, a two column approach should always be used.
Headline Our headline style is clear and concise and is always in a headline box at the top left edge of the communications. The headline should educate the reader on what they are about to read and the copy is always right aligned within the box. The headline must be in uppercase, in white, with Lato bold and Lato font.
Space Minimum headline box size is two thirds of the page
Space Maximum headline box size three fourths of page
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DESIGN PRINCIPALS Introductory Sentence Written and designed to engage the reader, the introductory sentence must provide additional information support the headline. This should be short and snappy encouraging the reader to want to read or find out more. The introductory sentence can use both Lato Light and Lato Reg with Lato Light being the primary font and Lato bold being used to highlight important keywords. The colour of the headline box, sentence case and left alignment must be used throughout the introductory sentence. The introductory sentence should be in one size and no more than 20 words.
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TYPOGRAPHY Typographic style It’s important that the leading and tracing is consistent. Always avoid extreme spacing. All headings should be in sentence case in Lato Light. The body copy should always be in sentence case in Lato Light with the exception of important keywords being in Lato Regular. As a general rule the leading should be set at 2pt larger than the text. Avoid too much leading and tracking as well as leaving the kerning to open. Over-tightening the leading, tracking and kerning also weakens the legibility of the message. Ensure you use the correct leading, tracking and kerning allocated to the different types of information provided.
Good Example Lam ex eos doluptas quia excepudantio ex et quiam, volest pratur? Sed mosam, si dolum harias audignis apides ma prerchi ctiaes eaquam volentiunt volecto dit que niscipsam quos ma et latur accae quis aligenim quam ius eniendant dolorit, si unt elicaec atescit
Bad Example
Lam ex eos doluptas quia excepudantio ex et quiam, volest pratur? Sed mosam, si dolum harias audignis apides ma prerchi ctiaes eaquam volentiunt volecto dit que niscipsam quos ma et latur accae quis aligenim quam ius eniendant dolorit, si unt elicaec atescit
All text must be readable and clear and set as outlined in the approved typeface. White space is important to allow the design elements to breathe. Do not feel the need to fill space with type at the expense of the white space. Text should not be below 7pts and should always be left aligned to ensure legibility. Alternative typefaces and inconsistent or inappropriate use of the typography will damage our identity.
Note: No text is to be in italics or underlined.
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TYPOGRAPHY Bullet Points All listed items should be bulleted. The bulleted text to be in sentence case in Lato Light. All bullet points should be triangles as illustrated in the example below with the correct dimensions (when using design packages). 1.4mm x 2.8mm
Scaling up must keep the same ratio
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TYPOGRAPHY Font Our typographic style is bold and confident. These are the three typeface options for our communications.
Youth Services Lato Regular This is our supporting typeface. We primarily use Lato Regular for headlines, headings and sub-headings. It can also be used sparingly to create emphasis or distinction to body copy or to add typographic variety. This is a heavy weight font. Lato Light This is our primary typeface. We use Lato Light for body copy. This is a light weight font.
Title/Bold Font - Lato Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 =~!@#$%^&*()+[]\{}|:;’:”<>?,./
Body Font - Lato Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 =~!@#$%^&*()+[]\{}|:;’:”<>?,./
Corporate Services Lato Regular This is our supporting typeface. We primarily use Lato Regular for headlines, headings and Sub-headings. It can also be used sparingly to create emphasis or distinction to body copy or to add typographical variety. This is a heavy weight font.
Alternative Font - Lato Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 =~!@#$%^&*()+[]\{}|:;’:”<>?,./
Lato Light This is our primary typeface. We use Lato Light for body copy. This is a light weight font.
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DESIGN ELEMENTS Icons, dots and linear panel Shown opposite are the templates for the icons, dots and linear panel. They can be used on flyers and inside documents as a holding device for call-to-actions or highlighting sections or for signposting purposes. They should not be used for decorative purposes only and can be used in any of the colours from the pallet. Do not add additional shapes to the dotted line. To finish them off. Icons: We have a number of icons saved in an ‘icon bank’ and they should be used whenever possible, however should the occasion arise where an appropriate icon does not exist, the designer can create one, provided it is in exactly the same style as the others. Corporate Services: • Straight Line (sometimes accented colour) • Straight Clean page breaks Youth Services: • Dotted line: • Jagged page break
Contact us Lato Bold
CONTACT US
Call: 020 3727 6222 Email: admissions@citygateway.org.uk Visit: training.citygateway.org.uk
Contact info Lato Regular and Light
Note: Logo consistency Ensure that the logo is placed in the same position and size on all material.
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DESIGN ELEMENTS Example usage Explore the delicate subtlety of the system, but remember do not overuse them, although they are critical on lead creative, i.e. a front cover or an ad, they do not have to feature on every page of a brochure or leaflet if they add no value. Do not make them compete with the system. All shadows to be in grey.
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DESIGN SUMMARY Compulsory elements for all materials Headline Headline box Introductory sentence
Headline/ Headline box Uppercase
Triangle bullet points
Linear panel Logo â&#x20AC;&#x201C; bottom right hand corner Uppercase for headline box Single or Double column throughout a single document. Lato Light / Lato Regular Sentence case Triangle bullet points Correct colour for the department
Introductory sentence Linear panel
Remember â&#x20AC;Ś No text is to be in italics or underlined. All type to be in sentence case with the exceptions of the headline in the headline box where uppercase is used. The logo can only appear on a white background or within the Corporate blue linear strip
Logo bottom right hand corner
Departmental colour
Ensure that the logo is placed in the same position and size on all related material. White space is important Copy should always be on a white space Limit the amount of colour on a page Although icon are critical in assisting the text, it is essential that the icon and information are not competing 25
TEMPLATES Template library The following templates are avaiable on the x drive in the following location X:\Enterprise\Gateway Media Storage\City Gateway\00 City Gateway Branding\07 Templates Flyers 0172 VI Corner Image A5 Flyer 0172 VI Large Triangle A5 Flyer 0172 VI Lunch Time A5 Flyer 0172 VI Multi Image A5 Flyer 0172 VI Single Image A5 Flyer 0172 VI Womenâ&#x20AC;&#x2122;s Project Blank Flyer 0172 VI Multi Image A6 Flyer 0172 VI Single Image A6 Flyer
Posters Certificate Word templates Logos
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