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campaign style guide
LONDON : A MISSION
LONDON : A MISSION 2
BRING LONDON CLOSER TO YOU London Economic Development Corporation has made their mission clear : “Develop sustainable economic advantage through the growth of local business, attraction of new investment and support of an entrepreneurial environment in London.� Through a social campaign to bring London to curious minds and talents , LEDC hopes to carry the message across interested candidates and to bring a better life for all residents successfully.
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TABLE OF CONTENTS
CONNECT THE DOTS
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primary logo secondary logo set logo variations: yes logo variations: no clear space & sizes COLOUR PALETTE
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primary colours secondary colours seasonal colours trend statement TYPEFACE SYSTEM
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primary typeface secondary typeface set typeface usage unacceptable typeface use
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live campaign
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public advertisement booklets & forms ONLINE campaign
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google advertisement official website - large official website - medium official website - small BUSINESS SYSTEM
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stationary events & conferences
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connect the dots
primary logo
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Deep Forest Green #1f484c R31 G72 B76 C86 M56 Y57 K40 Powder Pink #f6e3e9 R246 G227 B233 C2 M11 Y2 K0
“Come, stay, and connect to London” is the main idea behind the logo design for this campaign. Connecting to London as a whole on the land of Canada, as displayed on the logo design, with deep forest green in background as the colour representing “the forest city”, and powder pink for other elements to share a subtle heartwarming welcome from LEDC to newcomers. The primary logo is strictly used in certain colour scheme to be addressed in the second, fourth, fifth, and sixth chapters.
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BASKERVILLE OLD FACE ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwyz 0123456789
The fonttype used for the logo is called Baskerville Old Face in uppercase form. No other serif font is acceptable as alternative. Simplified form of the primary logo is acceptable to be used in small prints. This particular form has maple leaf as the main focal point and the letters are absent. Keep the colours true to its original form to maintain identity fot London’s campaign.
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CONNECT THE DOTS
secondary logo set
L NL N D ND N Secondary logo set may be used in many other applications such as merchandises, collaboration events, themed conferences, etc. Acceptable design for the secondary logos focuses on red tone of Canadian flag. The set may be used all year round.
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Plasma Red #cd2428 R206 G36 B41 C13 M99 Y98 K3 Crimson Crust #7b121f R123 G18 B32 C30 M100 Y87 K39 Sunglow Yellow #f5af24 R246 G175 B37 C2 M34 Y96 K0
L NL N D ND N Acceptable black and white versions of the logo are indicated as above. These versions may be used on various applications to be addressed in the second , fourth, fifth, and sixth chapters.
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secondary logo set
CONNECT THE DOTS
Secondary logo set also has their own simplified forms to be used on various applications alongside full form of their fully-formed logo.
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logo variations : yes
L NL NL NL N D ND ND ND N A special set of logo specifically designed for four seasons in a year. The set may be used on seasonal events, prints, and merchandises. Some online campaign may use seasonal logo designs.
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CONNECT THE DOTS
logo variations: yes
L NL N D ND N Deep Forest Green #1f484c R31 G72 B76 C86 M56 Y57 K40
Sunglow Yellow #f5af24 R246 G175 B37 C2 M34 Y96 K0
Mauve Pink #e7c5d1 R231 G198 B209 C7 M24 Y7 K0
Plasma Red #cd2428 R206 G36 B41 C13 M99 Y98 K3
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During each weather season, London releases a special set of colour schemes to celebrate the liveliness of the city . Therefore, from left to right, the logos represent Spring, Summer, Fall, and Winter must follow indicated colour choices on this page. No other colour alternative is acceptable.
L NL N D ND N Sunglow Yellow #f5af24 R246 G175 B37 C2 M34 Y96 K0
Black Navy #0a1522 R10 G21 B34 C86 M75 Y57 K74
Beetroot #491122 R73 G17 B34 C47 M88 Y62 K64
Cool Concrete Grey #a29f9f R162 G159 B159 C39 M33 Y33 K0
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CONNECT THE DOTS
logo variations: no
L N L D N D l d All variations shown in this page are not permitted to be published. London’s Logo must never be designed without any proper guidelines unless stated otherwise.
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N LN N DN n n
L D L D
N N N N
All variations shown in this page are not permitted to be published. London’s Logo must never be designed without any proper guidelines unless stated otherwise.
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connect the dots X
NO TEXT HERE
clear spaces & sizes
X
L N D N X
NO TEXT HERE
X
y
NO TEXT HERE
y
y
NO TEXT HERE
y
Texts and other items must avoid spaces surrounding the logo as indicated on this guide. The guide applies on both original logo and simplified logo.
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1cm
1000 cm
L N D N In normal up to large size, logo may stay in original version. As the size shrinks down, only simplified logo is used.
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COLOUR PALETTE
primary colours
Deep Forest Green #1f484c R31 G72 B76 C86 M56 Y57 K40 Powder Pink #f6e3e9 R246 G227 B233 C2 M11 Y2 K0 Plasma Red #cd2428 R206 G36 B41 C13 M99 Y98 K3
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The primary colour set is intended for all main production in most of campaigns to promote London to potential newcomers. Plasma Red is prepared to be applied on Canadian national events or campaigns.
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COLOUR PALETTE
secondary colours
Crimson Crust #7b121f R123 G18 B32 C30 M100 Y87 K39 Sunglow Yellow #f5af24 R246 G175 B37 C2 M34 Y96 K0 Beetroot #491122 R73 G17 B34 C47 M88 Y62 K64
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Black Navy #0a1522 R10 G21 B34 C86 M75 Y57 K74 Cool Concrete Grey #a29f9f R162 G159 B159 C39 M33 Y33 K0 Secondary set of colours are mostly applied to support the primary colours, and seasonal events on printed production and selected online campaigns. Live website might use secondary colour set to add small aternative design at the certain quarter of the year. All colours are based on 2018 most loved colours.
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COLOUR PALETTE
seasonal colours
SPRING
SUMMER Seasonal colours follow the nature as it transform its beauty throughout the year to add liveliness to the campaign instead of being all-year round impression which may result in boring down seers. The seasonal designs also may inspire online advertisement designs on multiple popular platforms such as facebook, instagram, and youtube.
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FALL/AUTUMN
WINTER
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colour palette
trend statement
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All images courtesy belongs to PANTONE as predictions of 2018 representative colours. The selection is bold and equal as on cool tones and warm tones giving designers of many fields a great range of choices and combination to transmit their marketing message accross to viewers.
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TYPEFACE SYSTEM
primary typefaces
BASKERVILLE OLD FACE ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwyz 0123456789
CODE BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
CORBEL REGULAR A B C D E F G H I J K L M N O P Q R S T U V W XY Z abcdefghijklmnopqrstuvwxyz 1234567890
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CORBEL ITALIC A B C D E F G H I J K L M N O P Q R ST U V W XY Z abcdefghijklmnopqrstuvwxyz 1234567890
CORBEL BOLD A B C D E F G H I J K L M N O P Q R S T U V W XY Z abcdefghijklmnopqrstuvwxyz 1234567890
CORBEL BOLD ITALIC A B C D E F G H I J K L M N O P Q R ST U V W XY Z abcdefghijklmnopqrstuvwxyz 1234567890
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TYPEFACE system
secondary typefaces
EGYPT 22 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
EUNOMIA ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
The campaign consists of a wide collection of typefaces to support many forms of campaign promoting London. Follow guide as strictly as indicated below to deliver message effecttively. Please contine referring to this guide for combining texts and colous and no other alternatives are allowrd.
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typeface usage
TITLE Contents in all printed productions and advertisements. Contact information.
TITLE Contents in all printed productions and advertisements. Contact information.
note: shown printed examples do not contain a title.
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TYPEFACE system
typeface usage
TITLE
TITLE
Contents in all online productions and advertisements. Contact information.
Contents in all online productions and advertisements. Contact information.
Screen size - Large
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Screen size - Small The campaign consists of a wide collection of typefaces to support many forms of campaign promoting London. Follow guide as strictly as indicated below to deliver message effecttively. Please contine referring to this guide for combining texts Screen size - Medium
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TYPEFACE system
typeface usage
TITLE advertising text additional information
The campaign consists of a wide collection of typefaces to support many forms of campaign promoting London. Follow guide as strictly as indicated below to deliver message effecttively. Please contine referring to this guide for combining texts and colous and no other alternatives are allowrd.
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unacceptable typeface use
TITLE Any other combination of typefaces on any productions are not acceptable as shown on, but not limited to, this page.
Contents in all online productions and advertisements. Contact information.
TITLE advertising text and contact information
TITLE Contents in all printed productions and advertisements. Contact information.
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LIVE CAMPAIGN
public advertisement
Seasonal posters are to share the moments with all residents of Canada and interest them about London.
Printed posters as shown are for marketing life and jobs in London in a curious manner. The intent in the design is to let anyone who sees them feel intrigued to seek more information
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LIVE CAMPAIGN
public advertisement
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booklets & forms
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ONLINE CAMPAIGN 300 x 600
Google Ads
300 x 250
336 x 280
320 x 100
728 x 90
Above displayed most popular and versatile ad sizes on various websites according to Google. The ad is to intrigue internet users about job opportunities in London. Tech jobs? London? Click!
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300 x 600
Simplified design let the ad bold and easy to read on various websites. No need to ad too much info, only those with fast reaction and imagination can understand.
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ONLINE CAMPAIGN
Google Ads
Simplified design let the ad bold and easy to read on various websites. No need to ad too much info, only those with fast reaction and imagination can understand.
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300 x 250
336 x 280
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ONLINE CAMPAIGN
320 x 100
Google Ads
728 x 90
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Youtube Ad
Simplified design let the ad bold and easy to read on various websites. No need to ad too much info, only those with fast reaction and imagination can understand.
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ONLINE CAMPAIGN
Official Website - Large
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Promotional Video
Video’s Style Frames 45
ONLINE CAMPAIGN
Official Website - Large
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ONLINE CAMPAIGN
Official Website - Large
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ONLINE CAMPAIGN
Official Website - Large
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ONLINE CAMPAIGN
Official Website - Medium
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Official Website - Small
Web design for medium and small screen sizes targets mobile devices such as iPad and iPhone. London’s App design work similar to the mobile version of the official website in which users are able to save what they’re interested for later re-visits. Notification feature is included for easier access to many chances that users may want to try out for. The colour scheme has high contrast for easy read.
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BUSINESS SYSTEM
Stationary / Identity system
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Events & Conferences
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