Corporate Components Guide by Emma Brett

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Sea of

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Corporate C omp o

Adur S

and Ration e d i u G a s le t n ne

L f o i g h a t e

S e a o f Li g

List of the d iffe r

onte n Conte n

g g a a e e P P s s t t t h i n s i g s uide n o t c e s t n e

Rationale........................................................ 03 – 04 Brand Essence.................................................. 05 Logo............................................................... 06 – 09 Typefaces........................................................ 10 – 17 Layout and Grids.............................................. 18 – 23 Tone of Voice................................................... 24 Copywriting Guide........................................... 25 Imagery used.................................................. 26 Web Guidelines................................................ 27 – 32 Print and Website Designs................................ 33 – 42

02 2

The reason ing be

ty of the i t n e d i e d h t esig d hin

ion olut ns

Ration

la e

I was asked to develop a corporate identity and marketing materials for a developing community event in the local area.

Aims

Approach

As the event is aimed at all ages with activities particularly created for children my aim was to design and create a positive and memorable association with the event through the logo and the use of vibrant marketing materials to promote the festival. To support this aim, my design of visual images, choice of typefaces and colours were informed by the desire to attract children and their families.

My approach to the task was to use the theme ‘Sea of Lights’ to support my design of the images and choice of colours and typefaces. As many of the events activities are aimed at school children, I chose to design my images in a cartoon style to attract the younger audience. With the participation of local primary schools making lanterns, workshops and activities available on the day, the excitement of the event builds towards the final procession.

Aspirations I hope that through my approach to this brief that I have produced an appealing solution that effectively inspires all parts of the community to become involved in the preparation, management and participation of the event. Building upon the huge success of last year’s event, it is hoped the ‘Adur Sea of Lights’ will become a permanent high profile event in the local communities and businesses calendar, consequently boosting the prestige of Lancing.

03 3

The reason ing be

ty of the i t n e d i e d h t esig d hin

ion olut ns

Ration Ration

la eale

Imagery The image of the fish was created for the logo and developed across all deliverables as it is associated with the theme ‘Sea of Lights’ and the location of Lancing a small town by the sea. I have chosen the Angler Fish as families and children can easily relate to the TV characters easily recognisable shape, bold colours and light on its head. The light on its head can also be associated with the ‘light’ of the theme tying the ‘Sea’ and ‘Light’ theme together. The other characters have been designed using the same cartoon style bringing the characters together in a family. This will help promote the event as a family event as they will appear on all printed and online publications.

Typefaces I wanted to use typefaces which were child friendly, easy for them to read, displaying simple, distinctive letter shapes, using contrast between the type and the background, the headline gave me the opportunity to be more playful in style, colour and layout, since there are fewer words to read. I also wanted to strongly link the typefaces and cartoon style imagery together. 04 4

I chose a scripted typeface for the headline, using colour, and a curved baseline to attract and entertain the younger audience. I contrasted this with a simple sans serif typeface chosen specifically with my target audience in mind and compliments the cartoon image style I have developed. I chose typefaces which would primarily appeal to the children but also attract families to the event.

mind

The vision fo r th e

keywords t d n a o n g i b s ek de

in ept

Brand

n c e e s s E

Brand Essence At the heart of the ‘Adur Sea of Lights’ event are the children and families in the Lancing community and surrounding area. This event has been produced for, and has activities created for the children and there families. My design solution is primarily aimed at attracting and encouraging the families and children to the event. All the decisions that I have made have had the children and families firmly in my mind. The children are central the focus of the identity and to the creation of the Adur Sea of lights, the activities have been introduced for them to enjoy, the children use their creative abilities at school and at home to make lanterns to be used in the final procession. I want to communicate the idea of a child and family event visually through the creation of cartoon style characters, bright eye catching colours and simply designed typefaces.

At the heart of the designs I kept the following buzzwords firmly in my mind: • Fun, enjoyable experience • Community - worth quality events, bringing the community together • Lancing and Adur is a nice place to live the event will raise awareness of the area attracting people from other communities regenerating the local area • Event created for the community of Adur make them feel special and wanted • Event will be magical, sparkling and glittery appealing to all ages and families These words should be in the fore front of the designers mind when creating new print and web material using these guidelines.

05 5

S e a o f Li g

Correct usage of the logo s

i r Sminimum S e a o f Li g The following e a o f L size can be used:

Minimum Size ur u g

Variations, m inim u

c t e r usage r o c , , sp is zes a c m

colour and ing

Brand Festiv

o n c g e e o s L s Eal

u S e a o f Li g r S e a o f Li g

On a white background, black and white (C 0% M 0% Y 0% K 0%)

S e a o f Li g

On a black background, white and black (C 0% M 0% Y 0% K 100%)

06 6 ur

On a white background, in colour (C 0% M 0% Y 0% K 0%)

On a dark blue background, in colour (C 100% M 100% Y 25% K 25%)

On a blue background, in colour Li(Cg 100% M 85% Y 0% K 0%)

u u u u ur gu i g Li g u r S e g ig ig r S e a r fSLeiga f rLiSge a L S L S e a o f Li r S e a roSf eLa f e a o f Li o f a of o o o Ad

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ur rS ig The logo Lig only: r S e a o f S emay e a o fways f Lused in the following a obe

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Correct usage of the logo u u

S e a o f Li g

30mm x 30mm is the minimum size, that the festival name can be read.

ur u ur may be used g The logo S e a o fways Lig only: r S e a o f Lig S e a o f Li in the following

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Variations, m inim u

c t e r usage r o c , , sp is zes a c m

colour and ing

Festiv

o g o L la

Logo usage donâ&#x20AC;&#x2122;ts The logo may not be used in the following ways:

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07 7

Logo with the correct spacing requirements

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S e a o f Li g

A Christmas c ele b s

S e a o f Lig10am – 1pm Creation Morning

S e a o f Li g

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Always conform to the minimum clear space guidelines around the logo the capital ‘A’ in the logo defines the required space.

community and n of frie o i t ra

These guidelines apply to the usage of the logo in CMYK, RGB, Pantone Matching System and black and white.

L f i g o h t a e Ad

Adur S

The required spacing around the whole logo is 6mm x 6mm. This space separates the logo from other graphic elements on the page that may compete for the readers attention. The minimum clear space should be maintained as the logo is proportionally enlarge or reduced as these guidelines allow.

Spacing

Variations, m inim u

c t e r usage r o c , , sp is zes a c m

colour and ing

Brand Festiv

o n c g e e o s L s Eal

S e a o f Li g

Hall One: Make Lanterns and other creative things for the parade, Hall two: Dance, sing, shake your stuff in the music hall, on South Street.

10am – 5pm Art Exhibition

3.45pm – 4pm Lantern Procession Get your wellies, the things you have made and let’s go light up the village, starting at Monks Recreation, North Street.

4.45pm – 6pm Grand Finale

Same sky, SWRA, SK Dance and the Local fine artist and SRWA exhibiting their beautiful art work, Shoreham Allstars come together for an awesome grand finale on at the Tabernacle, North Street. Monks Recreation, North Street. 1pm – 5pm

S e a o f Li g

Christmas Market

A fabulous christmas market with a programme of entertainment, on North Street.

www.seaoflights.co.uk adurseaoflights@gmail.com www.facebook.com/theseaoflights @adursol

08 8

Variations, m inim u

c t e r usage r o c , , sp is zes a c m

colour and ing

Festiv

o g o L la

Colours The colour palettes below are to be used when working in print or web. The colours will vary when printed on coated paper / board / uncoated paper / board. The following colours are to be used on all printed material and the website and must not be altered. Colour used for the logo, script typeface & stars PMS Process Yellow C 0% M 0% Y 100% K 0% R 255 G 242 B 0 Background colour PMS 275 C 100% M 100% Y 25% K 25% R 38 G 34 B 98 Sea wave colour PMS 660 C 0% M 50% Y 0% K 0% R 27 G 117 B 188 Colour of the moon PMS 7500 C 8% M 9% Y 22% K 0% R 233 G 223 B 199

PMS Process Black C 0% M 0% Y 0% K 100% R0 G0 B0 PMS 204 C 0% M 60% Y 0% K 0% R 255 G 0 B 255 Paper Colour C 0% M 0% Y 0% K 0% R 255 G 255 B 255 PMS 297 C 0% M 50% Y 0% K 0% R 0 G 255 B 255 PMS 602 C 0% M 0% Y 35% K 0% R 255 G 249 B 184 PMS 1797 C 0% M 100% Y 100% K 0% R 255 G 0 B 0 09 9

Typefaces t ou se

headline v , r u o l o c s bo , e iz d s ,

Typefaces Please use the following typefaces and follow the size, spacing, colours, headline vs body copy.

VAG Rounded Bold used to stylise the name of the

festival on the logo, to compliment the cartoon style drawings appealing to children and families alike.

and spacing opy yc

Festiv Typef a

o s u e g d o s L e la c

Cartoonist Hand Bold stylises the heading of all

printed material and the website. To draw attention to the night time scene, and to communicate the subject to the reader at a glance. To compliment the cartoon style drawings appealing to children and families alike.

Cartoonist Hand Regular stylises the subheading

of all printed material and the website. To draw attention to the night time scene, and to communicate the extra information to the reader at a glance without reading any further information. To compliment the cartoon style drawings appealing to children and families alike.

Typefaces t ou se

headline v , r u o l o c s bo , e iz d s ,

Typefaces Continued

Myriad Pro Condensed used on the back of the

flyer and on the event poster to enable the type to be set larger so it is eye catching to the readers, if set smaller it becomes difficult to read.

and spacing opy yc

Typef a

s u e d s e c

Alegreya Sans Regular used for the copy on the

front of the poster and the copy in the magazine spread. This font is a humanist sans serif family with a calligraphic feeling that conveys a dynamic and varied rhythm. This gives a pleasant feeling to readers of long texts.

Alegreya Sans Black used for the subheading Myriad Pro Condensed Bold used on the back of

on the magazine spread. This created a strong contrast between the Black and regular typefaces.

the flyer and on the event poster as a heading to enable the type to be set larger so it is eye catching to the readers, if set smaller it becomes difficult to read.

Alegreya Sans Bold used for the opening paragraph of the A5 flyer to attract the readers attention.

Typefaces t ou se

headline v , r u o l o c s bo , e iz d s ,

Typefaces Continued

Alegreya Sans Medium Italic used for the Success

Story on the magazine spread to show the relationship between the heading and the copy to make it look like a unit within the larger article.

and spacing opy yc

Festiv Typef a

o s u e g d o s L e la c

Opening copy paragraph - Alegreya Sans Bold 12pt/14pt -30 tracking 4mm space after Colour C 0% M 0% Y 0% K 0% Following paragraph has the date - Alegreya Sans Bold 12pt/14pt, â&#x20AC;&#x2DC;thâ&#x20AC;&#x2122; in superscript -30 tracking Colour C 0% M 0% Y 100% K 0%

Using the Typefaces correctly Below is a guide to using the typefaces to achieve visually attractive pieces balancing the typefaces, colour, spacing and copy in harmony.

A5 Flyer Front Headings typeface - Cartoonist Hand Bold 69pt Colour C 0% M 0% Y 100% K 0%. Subheading - Cartoonist Hand Regular 22pt Colour C 0% M 0% Y 100% K 0%. 12

The rest of the paragraph - Alegreya Sans Regular 12pt/14pt -30 tracking Colour C 0% M 0% Y 0% K 0%.

A5 Flyer Reverse Heading - Cartoonist Hand Bold 40pt/43pt Colour C 0% M 0% Y 100% K 0%. Times and Event - Myriad Pro Bold Condensed 20pt/22pt 1.5mm space after Small Caps for am / pm Hall - Myriad Pro Condensed Italic 13pt/15pt, colon after Colour C 0% M 0% Y 0% K 0%.

S e a o f Li g

i rS ea of L

Then as it gets dark, join us on our lantern parade, get a free cup of tea and watch our spectacular finale. Definitely u not to be missed!g

S e a o f Li g

A Christmas c ele b

Programme of Events Saturday 7th December 10am – 1pm Creation Morning

4.45pm – 6pm Grand Finale

Hall One: Make Lanterns and other creative things for the parade, Hall two: Dance, sing, shake your stuff in the music hall, South Street.

Same sky, SWRA, SK Dance and the Shoreham Allstars come together for an awesome grand finale on Monks Recreation, North Street.

10am – 5pm Art Exhibition

1pm – 5pm Christmas Market A fabulous christmas market with a programme of entertainment, at North Street.

3.45pm – 4pm Lantern Procession Get your wellies, the things you have made and light up the village, starting at Monks Recreation, North Street.

North Street

Local fine artist and SRWA exhibiting their beautiful art work, at the Tabernacle, North Street. Grand Finale

Lancing Station

Creation Morning

Lancing Tabernacle

Christmas Market South Street

Example of the A5 Flyer.

Saturday 7th of December will be crammed full of activities. Come and create lanterns in the morning, browse the fine art exhibition, grab some gifts and roast chestnuts at the Christmas market.

frie

hip nds

Style in use

Created by a group of Lancing residents, the Adur Sea of Lights is a magical event aiming to inspire the community into taking part in a memorable procession and arts filled festival.

community and

Map Places - Myriad Pro Bold Condensed 12pt/14pt Colour C 0% M 0% Y 0% K 0% Street names - Myriad Pro Condensed 10pt Colour C0% M 0% Y 0% K 100%

of ion rat

Other paragraphs - Myriad Pro Condensed 13pt/15pt 3mm space after Colour C 0% M 0% Y 0% K 0%. Contact details - Myriad Pro Condensed 12pt colour C 0% M 0% Y 0% K 0%. The type box is centered the width of the flyer.

of Light a e

Using the Typefaces correctly continued

Adur S

Typefaces t ou se

headline v , r u o l o c s bo , e iz d s ,

and spacing opy yc

Typef a

s u e d s e c

nste

Gri

www.seaoflights.co.uk adurseaoflights@gmail.com www.facebook.com/theseaoflights @adursol

Style in use Example of the A3 Event Poster.

S e a o f Li g

A Christmas c ele b s

s ht

S e a o f Li g

g S e a o f Li

mun of com ity and fr n o i ie rat

Contact Details - Myriad Pro Condensed 24pt Colour C 0% M 0% Y 0% K 0%

Copy - Myriad Pro Condensed 20pt/22pt Colour C 0% M 0% Y 0% K 0% Space after each paragraph 3mm

Date and name of event - Myriad Pro Condensed 30pt/32pt Small Caps for am / pm Colour C 0% M 0% Y 0% K 0%

L f i ght o a e

hip nds

Subheading - Cartoonist Hand Regular 44pt Colour C 0% M 0% Y 100% K 0%.

Adur S

Headings typeface - Cartoonist Hand Bold 137pt Colour C 0% M 0% Y 100% K 0%.

A3 Event Poster

Using the Typefaces correctly continued

Typefaces t ou se

headline v , r u o l o c s bo , e iz d s ,

and spacing opy yc

Festiv Typef a

o s u e g d o s L e la c

S e a o f Li g

10am – 1pm Creation Morning

3.45pm – 4pm Lantern Procession

10am – 5pm Art Exhibition

4.45pm – 6pm Grand Finale

Hall One: Make Lanterns and other creative things for the parade, Hall two: Dance, sing, shake your stuff in the music hall, on South Street.

Get your wellies, the things you have made and let’s go light up the village, starting at Monks Recreation, North Street.

Christmas Market

A fabulous christmas market with a programme of entertainment, on North Street.

www.seaoflights.co.uk adurseaoflights@gmail.com www.facebook.com/theseaoflights @adursol

Using the Typefaces correctly continued

Style in use Example of the A3 Stallholders Poster.

S e a o f Li g

10A

7th December s

g S e a o f Li

tmas Market hris eC

Contact Details - Myriad Pro Condensed 24pt Colour C 0% M 0% Y 0% K 0%

sell your stock a t th

Telephone Numbers - Myriad Pro Bold Condensed 30pt/32pt Space After - 2mm Colour C 0% M 0% Y 0% K 0%

S e a o f Li g

FREE market pitches

Opening Paragraph - Myriad Pro Bold Condensed 30pt/32pt Space After 4mm Copy - Myriad Pro Condensed 30pt/32pt Space After each paragraph 4mm, last paragraph 8mm Colour C 0% M 0% Y 0% K 0%

PM –4

Market Pitches heading - Myriad Pro Condensed 60pt/62pt ‘Free’ in capitals Colour C 0% M 0% Y 0% K 0%

Adur S

Subheading - Cartoonist Hand Regular 44pt Superscript date, small caps for am / pm Colour C 0% M 0% Y 100% K 0%.

Stallholde

L f i ght o a e

Heading typeface - Cartoonist Hand Bold 137pt Colour C 0% M 0% Y 100% K 0%.

Wanted

A3 Stallholders Poster

Typefaces t ou se

headline v , r u o l o c s bo , e iz d s ,

and spacing opy yc

Typef a

s u e d s e c

S e a o f Li g

Prepare for the biggest Christmas Market Lancing has seen. Come and grab one of our free pitches, sell your stock, and enjoy the footfall created by the Adur Sea of Lights. All we ask for is a returnable deposit of £25.00 and decorate your stall with fairy lights and Christmas decorations. Telephone LP Hall .............. 01903 753 355 Telephone Pam Gavan ........ 01903 520 214

www.seaoflights.co.uk adurseaoflights@gmail.com www.facebook.com/theseaoflights @adursol

Typefaces t ou se

headline v , r u o l o c s bo , e iz d s ,

Using the Typefaces correctly continued Double Page Magazine Spread Headings typeface - Cartoonist Hand Bold 103pt Colour C 0% M 0% Y 100% K 0% Subheading - Cartoonist Hand Regular 33pt Colour C 0% M 0% Y 100% K 0% Superscript date Small Caps for am / pm Article Copy - Drop Cap Cartoonist Hand Bold 12pt/15pt 150% Vertical and Horizontal Scale Drop Cap number of lines 5 Colour C 0% M 0% Y 100% K 0% Copy - Alegreya Sans Regular 12pt/14pt Colour C 0% M 0% Y 0% K 0% Copy left aligned Copy Subheading - Alegreya Sans Black 16pt/18pt Colour C 0% M 0% Y 0% K 0% Space after 1.5mm Copy Subheading left aligned Space after a paragraph before a new subheading 6mm 16

and spacing opy yc

Festiv Typef a

o s u e g d o s L e la c

Programme of Events Subheading - Cartoonist Hand Bold 65pt Colour C 0% M 0% Y 100% K 0% Time & event name subheading - Alegreya Sans Black 19pt/21pt Space After 1mm Colour C 0% M 0% Y 0% K 0% Small caps for am / pm, en dash in between times Hall name - Alegreya Sans Italic 15pt/17pt Colour C 0% M 0% Y 0% K 0% Copy - Alegreya Sans Regular 15pt/17pt Space After each paragraph - 4mm Colour C 0% M 0% Y 0% K 0% Success Story Heading - Cartoonist Hand Bold 103pt Colour C 0% M 0% Y 100% K 0% Subheading - Alegreya Sans Black 16pt/18pt Colour C 0% M 0% Y 100% K 0% Space After 1.5mm Copy - Alegreya Sans Medium Italic 12pt/14pt Colour C 0% M 0% Y 100% K 0% Space After 3mm Page Numbers - Alegreya Sans Bold 12pt Colour C 0% M 0% Y 0% K 0% Add a zero before all single digits

Typefaces t ou se

headline v , r u o l o c s bo , e iz d s ,

and spacing opy yc

Typef a

s u e d s e c

Style in use

Local fine artist and SRWA exhibiting their art work, at the Tabernacle, North Street.

1pm – 5pm Christmas Market

Same sky, SWRA, SK Dance and the Shoreham Allstars come together for an awesome grand finale on Monks Recreation, North Street.

s S s t e o c r c

Andrea Beggs says: “A lot of the success for this project is immeasurable, You can not measure memories, friendships, business connections or the ramifications of those into the future. We have pproduced a survey monkey, 38 of the replies found the event to be exciting.

For me though the real measure of the impact has been how many people showed up to the pilot 1400 people came, only 400 were estimated. It can be measured in the amount of schools, groups, businesses and families turned out for the event when the culture in the village is to go out to other areas for their Christmas activities.

g S e a o f Li

S e a o f Li g

We have a facebook page and volunteers group. The likes on the page and people asking to join the volunteers are ticking up.

Mainly though it will be measurable by how quickly we muster support and interest for this years event. Schools have already asked us to do another parade. All of the struggles and blocks that were put in place last year by a lack of enthusiasm from the locals has happily dissolved.”

S e a o f Li g

Recently a member of the public told me that she was renting in Lancing. Initially they were not going to buy here as they wanted to be in Shoreham but now that the Adur Sea of Lights happens they are thinking of buying.

We are hoping that the Adur Sea of Lights will become a staple in peoples calendars.

4.45pm – 6pm Grand Finale

A fabulous christmas market with a programme of entertainment, on North Street.

The future By listening to public demand we have decide to make this an annual event. With the gradual increase of village centre based activities inspired by the Adur Sea of Lights there will be a culture that builds where community participation is the norm.

Get your wellies the things you have made and let’s go light up the village, starting at Monks Recreation, North Street.

Date for yo ur c al

10am – 5pm Art Exhibition

3.45pm – 4pm Lantern Procession

Adur Sea of Lights achieved all it’s aims last year and will fulfill them again this year and for years to come. They have achieved the following, brought different areas of the community together under one theme and improved the council’s relationship with the community. This changed people’s perceptions and the reputation of the village. It gave back a sense of community participation and trust by giving back to Lancing a parade that (although now moved to the winter) the communities children can remember and love all their lives like their parents did the summer festival.

Hall One Make Lanterns and other creative things for the parade. Hall Two Dance, sing, shake your stuff in the music hall, on South Street.

Outcomes

It put Lancing on the Arts map. It has given the community a project they can all share. It’s given Lancing a real core constituted community group and will be the backbone of other projects. It helped people feel that moving to Lancing is not 2nd best to Shoreham.

10am – 1pm Creation morning

6PM AM –

he main need has been to inspire change and keep up the momentum already taking place in the village. Our project is targeted the High Street. Lancing village is run down and has lost shops in the High Street quickly. For various reasons, including the loss of its annual summer parade, over the last few years, Lancing has lost it’s community spirit.

Programme of Events

urday 7 th D s: Sat ece r a m end

f Ligh o a t e

r 10 be

Adur S

Example of a double page magazine spread.

Guidelines fo r gr id

s t y e le con h t p e e s k iste o t n s

A5 Flyer Front

A5 Flyer Reverse

Margins Top 18mm, Bottom 18mm, Left 18mm,

Columns 2 Gutter 6mm Layout Logo is positioned in the middle of the 2nd

Columns 2 Gutter 6mm Layout Heading should be centered to the edge of the

Right 18mm. Heading Margins Top 10mm, Left 10mm, Right 10mm, align ascenders to the margins. Copy is aligned to margins Top 18mm, Bottom 18mm, Left 18mm, Right 18mm in a 2 column grid.

column baseline aligned to the bottom 18mm margin. Left align all body copy. Use a curved baseline for heading and subheading around the moon.

Typef a Layou

G s u r e d i d s d n e s a ct

Right 18mm. Copy is aligned to margins Top 18mm, Bottom 18mm, Left 18mm, Right 18mm in a 2 column grid. The map is aligned to the edge of the margins in the 2nd column.

page in the specified grid. Left align all subheadings and body copy. The contact details are aligned centre 8mm from the edge of the flyer and centered.

Guidelines fo r gr id

s t y e le con h t p e e s k iste o t n s

Layou

G r d i d n s a t

Style in use

mun of com ity and fr n o i ie rat

Programme of Events Saturday 7th December

hip nds

A Christmas c ele b

L f i ght o a e

Adur S

Examples of the A5 Flyer front and reverse showing the grid used.

10am – 1pm Creation Morning

4.45pm – 6pm Grand Finale

Hall One: Make Lanterns and other creative things for the parade, Hall two: Dance, sing, shake your stuff in the music hall, South Street.

Same sky, SWRA, SK Dance and the Shoreham Allstars come together for an awesome grand finale on Monks Recreation, North Street.

10am – 5pm Art Exhibition

g S e a o f ALifabulous christmas market with

a programme of entertainment, at North Street.

3.45pm – 4pm Lantern Procession S e a o f Li g

Get your wellies, the things you have made and light up the village, starting at Monks Recreation, North Street.

Grand Finale

Lancing Station

Creation Morning

Lancing Tabernacle

Christmas Market South Street

S e a o f Li g

1pm – 5pm Christmas Market ht

i rS ea of L

Saturday 7th of December will be crammed full of activities. Come and create lanterns in the morning, browse the fine art exhibition, grab some gifts and roast chestnuts at the Christmas market.

Then as it gets dark, join us on our lantern parade, get a free cup of tea and watch our spectacular finale. Definitely u not to be missed!g

Created by a group of Lancing residents, the Adur Sea of Lights is a magical event aiming to inspire the community into taking part in a memorable procession and arts filled festival.

North Street

Local fine artist and SRWA exhibiting their beautiful art work, at the Tabernacle, North Street.

ea nst

Gri

www.seaoflights.co.uk adurseaoflights@gmail.com www.facebook.com/theseaoflights @adursol

Guidelines fo r gr id

s t y e le con h t p e e s k iste o t n s

A3 Event Poster

A3 Stallholders Poster

Margins Top 30mm, Bottom 30mm, Left 30mm,

Columns 3 Gutter 5mm Layout Left align all subheadings and body copy.

Use a curved baseline for heading and subheading around the moon. Center the contact details at the bottom. Copy is aligned over 2 columns. Logo is positioned in the middle of the 1st column. The wave is aligned to the same margins as the heading. Greenery has been placed in the middle of the 1st column aligned to the 30mm bottom margin. The fish has been placed in the middle of the 3rd column aligned to the 30mm bottom margin

Use a curved baseline for heading and subheading around the moon. Center the contact details at the bottom. Copy is aligned and spread out over 2 columns. Logo is positioned in the middle of the 1st column. The wave is aligned to the same margins as the heading. Greenery has been placed in the middle of the 1st column aligned to the 30mm bottom margin.

Right 30mm. Heading Margins Top 12mm, Left 12mm, Right 12mm, align ascenders to the margins.

Typef a Layou

G s u r e d i d s d n e s a ct

Right 30mm. Heading Margins Top 12mm, Left 12mm, Right 12mm, align ascenders to the margins.

Guidelines fo r gr id

s t y e le con h t p e e s k iste o t n s

Layou

G r d i d n s a t

Style in use

4.45PM – 6PM Grand Finale

1PM – 5PM Christmas Market

A fabulous Christmas market with a programme of entertainment, on North Street.

www.seaoflights.co.uk adurseaoflights@gmail.com www.facebook.com/theseaoflights @adursol

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Get your wellies, the things you have made and let’s go light up the village, starting at Monks Recreation, North Street.

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FREE market pitches

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Hall One: Make Lanterns and other creative things for the parade, Hall two: Dance, sing, shake your stuff in the music hall, on South Street.

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10AM – 1PM Creation Morning

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Examples of an A3 Event poster and A3 Stallholders Poster.

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www.seaoflights.co.uk adurseaoflights@gmail.com www.facebook.com/theseaoflights @adursol

Guidelines fo r gr id

s t y e le con h t p e e s k iste o t n s

Double Page Magazine Spread Margins Top 15mm, Bottom 15mm, Left 15mm,

Right 15mm. Heading is aligned to margins Top 10mm, Left 10mm, Right 10mm align the ascenders to the margins. Programme of Events heading is aligned itâ&#x20AC;&#x2122;s capital letter ascenders to margins Top 10mm, Left 10mm, Right 10mm

Columns 3 Gutter 6mm Layout Success Story ascenders are aligned to Right 10mm margin. All copy and subheadings are left aligned to the three column grid with greenery, bubbles and characters aligned to the 3 column grid.

Typef a Layou

G s u r e d i d s d n e s a ct

Guidelines fo r gr id

s t y e le con h t p e e s k iste o t n s

Layou

G r d i d n s a t

Style in use

Local fine artist and SRWA exhibiting their art work, at the Tabernacle, North Street.

1pm – 5pm Christmas Market

Same sky, SWRA, SK Dance and the Shoreham Allstars come together for an awesome grand finale on Monks Recreation, North Street.

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We have a facebook page and volunteers group. The likes on the page and people asking to join the volunteers are ticking up.

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We are hoping that the Adur Sea of Lights will become a staple in peoples calendars.

4.45pm – 6pm Grand Finale

A fabulous christmas market with a programme of entertainment, on North Street.

Get your wellies the things you have made and let’s go light up the village, starting at Monks Recreation, North Street.

Date for yo ur c al

10am – 5pm Art Exhibition

3.45pm – 4pm Lantern Procession

Hall One Make Lanterns and other creative things for the parade. Hall Two Dance, sing, shake your stuff in the music hall, on South Street.

Outcomes

10am – 1pm Creation morning

6PM AM –

Programme of Events

aturday 7 th De rs: S cem a d en

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Example of a double page magazine spread.

Sea

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Defining the

a r n b d cons e h t p iste ee k n to

Tone of voice The copy should be written using plain British English in a simple direct way and to the point to keep the reader engaged. Readers may be younger children or adults keeping this in mind the language needs to be written in an easy to understand way. A message is better read when it is simple to understand. Colloquial phrases are allowed as they create a bond between the reader and the writer. Express the tone of voice of the festival through the copywriting in a positive up beat way use persuasive writing to persuade the readers to want to attend or take part. Excite them about all the events on the day especially the grand finale. Encourage the reader to want to be a part of the â&#x20AC;&#x2DC;Adur Sea of Lightsâ&#x20AC;&#x2122; committee helping to make the event a treasure to the community and Lancing.

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Copy-writing Guide

ing guide writ opy

Copyw

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For writing numbers write the number as figures, for example ‘4,000 people attended the Adur Sea of Lights last year’.

Be direct and to the point spell out the intentions of the festival in as few words as necessary to keep the reader engaged.

Full stops should only be used at the end of sentences and should not be used at the end of a heading, sub heading, bulleted list or abbreviations.

Make the reader believe in the festival add testimonials from people who have attended the festival. Include case studies from previous years. This will encourage new people to the event and ensure that people keep coming back to attend the event year after year.

The date and times should be written as figures, for example ‘Saturday 7th December 2014 10am – 6pm’. An En Dash should be placed between two numbers showing a range, for example ‘10am – 6pm’.

Sell the benefits of the festival encouraging the readers attendance, for example ‘seeing the grand finale’.

Always focus on the reader by adding details to interest the reader, for example ‘Creation Morning Make lanterns and other creative things for the parade’.

Connect emotionally to the reader through the writing make them feel apart of the festival, make them feel as though they are needed and valued.

Catch the right attention, create headlines targeted towards your reader in a positive way, for example ‘A fabulous Christmas Market with a programme of entertainment.’ This offers a strong sense of what will be included in the rest of the flyer making them want to read on and encouraging them to attend.

Promote the festival rally the support of the readers into getting involved in the festival as well as attending

Be compelling. 25

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Established

ton ei

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Image Image

d d e e s s u u y y r r

Style in use

All images should be hand made and designed in a vector graphics programme such as Adobe Illustrator CS6 keeping to the cartoon style already developed.

Examples of the logo imagery and text in harmony.

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The logo, background and sea wave must not be changed but the fish characters may change every year if desired as long as they keep to the style and theme already created.

L f i ght o a e

The style uses simple shapes minimal detail and facial expressions, bold colours stylised reflecting a family member. When the imagery is placed with type there should be ample white space (as set out in the guidelines) between the imagery and the text so that it attracts the audience, a minimalist approach should be followed.

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Imagery

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10am – 1pm Creation Morning

3.45pm – 4pm Lantern Procession

10am – 5pm Art Exhibition

4.45pm – 6pm Grand Finale

Hall One: Make Lanterns and other creative things for the parade, Hall two: Dance, sing, shake your stuff in the music hall, on South Street.

Get your wellies, the things you have made and let’s go light up the village, starting at Monks Recreation, North Street.

Christmas Market

A fabulous christmas market with a programme of entertainment, on North Street.

www.seaoflights.co.uk adurseaoflights@gmail.com www.facebook.com/theseaoflights @adursol

Minimum pixe l bo r

nded pag e m m o e si c e r ze, , r e d

split page and

Web G

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Minimum Pixel Border The recommended minimum pixel border is 50px x 50px, to give a generous amount of space around the website.

Recommended Page Size The recommended page size is 1200px x 800px.

Page Split The web pages have been produced using a three column grid which is 96 px from the edge of the web page. Each column is 314px wide by 367px high with a 33px gutter between the columns. All images and copy have been placed in the columns and aligned in the center of the allocated column.

Minimum pixe l bo r

nded pag e m m o e si c e r ze, , r e d

Style in use Correct examples of the minimum pixel border, recommended page size and page split.

split page and

Tone o Web G

e e n c i i l s o e V d i f u

Active Links

RGB Colour s,Ty p

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RGB Colours The logo, background and wave colours have the following RGB colour split:

Colour used for the logo, script typeface & stars R 255 G 242 B 0

R 255 G 0 B 255

Background colour R 38 G 34 B 98

R 255 G 255 B 255

Sea wave colour colour R 27 G 117 B 188

R 0 G 255 B 255

Colour of the moon R 233 G 223 B 199

R 255 G 249 B 184

R0 G0 B0

R 255 G 0 B 0 29 29

Active Links

RGB Colour s,Ty p

a N v , igation d e s u s B e c ut a f e

s& ton

Tone o Web G

e e n c i i l s o e V d i f u

Typefaces used

Style in use

Cartoonist Hand Bold stylises the heading of all

Correct examples of the typefaces used.

the web pages. To draw attention to the night time scene, and to communicate the subject to the reader at a glance. To compliment the cartoon style drawings appealing to children and families alike.

Cartoonist Hand Regular stylises the subheading

of all the web pages. To draw attention to the night time scene, and to communicate the extra information to the reader at a glance without reading any further information. To compliment the cartoon style drawings appealing to children and families alike.

The web page headings are Cartoonist Hand Script Bold 90px and the sub headings are Cartoonist Hand Regular 29px. 30 30

Typefaces used Georgia Regular stylises the copy of all the web

pages. It is a widely available HTML serif, designed with a larger x-height for exceptional legibility on screen.

Active Links

RGB Colour s,Ty p

a N v , igation d e s u s B e c ut a f e

s& ton

Web G

e n i l s e iu d

The web page copy headings are 20px/22px with 2.83 px space after, left aligned with small caps for the times ‘am’ and ‘pm’. The web page copy is Georgia regular 16px/18px, space after each paragraph 8.5px.

Georgia italic stylises the venues ‘hall one’ and ‘hall two’ on page 2 of the website in Georgia italic 16px/18px left aligned.

Georgia Bold stylises the contact details and heading copy on all the web pages.

31 31

Active Links

RGB Colour s,Ty p

a N v , igation d e s u s B e c ut a f e

s& ton

Web G

e n i l s e iu d

Style in use

Correct example of the typefaces used.

Correct example of the Navigation buttons before being pressed.

Example of the navigation buttons when pressed. When one button is pressed only one will change colour.

Navigation Buttons The navigation buttons across the top of all the web pages have been designed in the theme of the festival. When a button is pressed the text and fish change colour. The homepage button transports the user to the homepage, the About Us button takes the user to the programme of events page, the Market Pitches button takes the user to the Stallholders page and the Contact us allows the user to make contact with the ‘Adur Sea of Light’ Committee. 32 32

Active Links The Adur & Worthing Council, Same Sky, and the West Sussex County Council logos are required on all printed and web material accompanied by social media logos Facebook and Twitter. Pressing the email address enables the user to write to the ‘Adur Sea of Lights’ committee.

community and f o frie ion t a r

S e a o f Li g

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Saturday 7th of December will be crammed full of activities. Come and create lanterns in the morning, browse the fine art exhibition, grab some gifts and roast chestnuts at the Christmas market.

Then as it gets dark, join us on our lantern parade, get a free cup of tea and watch our spectacular finale. Definitely u not to be missed!g

Created by a group of Lancing residents, the Adur Sea of Lights is a magical event aiming to inspire the community into taking part in a memorable procession and arts filled festival.

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Large image of the front of the A5 Flyer for The â&#x20AC;&#x2DC;Adur Sea of Lightsâ&#x20AC;&#x2122;.

Large image of the reverse of the A5 Flyer for The ‘Adur Sea of Lights’.

Programme of Events Saturday 7th December 10am – 1pm Creation Morning

4.45pm – 6pm Grand Finale

Hall One: Make Lanterns and other creative things for the parade, Hall two: Dance, sing, shake your stuff in the music hall, South Street.

Same sky, SWRA, SK Dance and the Shoreham Allstars come together for an awesome grand finale on Monks Recreation, North Street.

10am – 5pm Art Exhibition

A fabulous christmas market with a programme of entertainment, at North Street.

3.45pm – 4pm Lantern Procession Get your wellies, the things you have made and light up the village, starting at Monks Recreation, North Street.

Grand Finale

Lancing Station

Creation Morning

Lancing Tabernacle

Christmas Market South Street

1pm – 5pm Christmas Market

North Street

Local fine artist and SRWA exhibiting their beautiful art work, at the Tabernacle, North Street.

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Gri

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www.seaoflights.co.uk adurseaoflights@gmail.com www.facebook.com/theseaoflights @adursol

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L f i g o h t a e Ad

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Large image of the A3 Event Poster for The ‘Adur Sea of Lights’.

S e a o f Li g

10am – 1pm Creation Morning

3.45pm – 4pm Lantern Procession

10am – 5pm Art Exhibition

4.45pm – 6pm Grand Finale

Hall One: Make Lanterns and other creative things for the parade, Hall two: Dance, sing, shake your stuff in the music hall, on South Street.

Get your wellies, the things you have made and let’s go light up the village, starting at Monks Recreation, North Street.

Christmas Market

A fabulous christmas market with a programme of entertainment, on North Street.

www.seaoflights.co.uk adurseaoflights@gmail.com www.facebook.com/theseaoflights @adursol 35

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Wanted

Large image of the A3 Stallholders Poster for the ‘Adur Sea of Lights’.

S e a o f Li g

FREE market pitches

S e a o f Li g

www.seaoflights.co.uk adurseaoflights@gmail.com www.facebook.com/theseaoflights @adursol 36

Outcomes

We are hoping that the Adur Sea of Lights will become a staple in peoples calendars.

By listening to public demand we have decide to make this an annual event. With the gradual increase of village centre based activities inspired by the Adur Sea of Lights there will be a culture that builds where community participation is the norm.

The future

“A lot of the success for this project is immeasurable, You can not measure memories, friendships, business connections or the ramifications of those into the future. We have pproduced a survey monkey, 38 of the replies found the event to be exciting.

We have a facebook page and volunteers group. The likes on the page and people asking to join the volunteers are ticking up.

A fabulous christmas market with a programme of entertainment, on North Street.

Andrea Beggs says:

Same sky, SWRA, SK Dance and the Shoreham Allstars come together for an awesome grand finale on Monks Recreation, North Street.

4.45pm – 6pm Grand Finale

Get your wellies the things you have made and let’s go light up the village, starting at Monks Recreation, North Street.

g S e a o f Li

S e a o f Li g

Adur S

3.45pm – 4pm Lantern Procession

s S s t e o c r c

1pm – 5pm Christmas Market

Local fine artist and SRWA exhibiting their art work, at the Tabernacle, North Street.

10am – 5pm Art Exhibition

t : Saturday 7 h Dec s r a em end

Hall One Make Lanterns and other creative things for the parade. Hall Two Dance, sing, shake your stuff in the music hall, on South Street.

10am – 1pm Creation morning

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Date for yo u r c al

Programme of Events

Large image of the Double Page Magazine Spread for the ‘Adur Sea of Lights’. s

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L f o i g ht a e

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Large image of the Homepage for the ‘Adur Sea of Lights’.

Large image of the Programme of Events web page for the ‘Adur Sea of Lights’.

Large image of the Market Pitches web page for the ‘Adur Sea of Lights’.

Large image of the Contact Us web page for the ‘Adur Sea of Lights’.

Large image of the Homepage with the rollover navigation buttons for the â&#x20AC;&#x2DC;Adur Sea of Lightsâ&#x20AC;&#x2122;.