Amplify by 05creative

AMPLIFY PLACES PROGRAMME BRAND GUIDELINES

AMPLIFY BRAND GUIDELINES

INTRODUCTION Traditional approaches to growth and regeneration have failed to benefit all parts of society, and we want to turn the tide of rising inequality using the assets of places and communities. The Amplify programme is designed to stimulate urban growth and regeneration through movement-based social innovation for the benefit of everyone. The Amplify brand identity and visual communication style has been developed in a way that mirrors our approach to the delivery of the programme itself. Weâ&#x20AC;&#x2122;ve worked closely with local teams to develop a look and feel that resonates with the ambitions for their place. Skip to a relevant section on the following contents page.

AMPLIFY BRAND GUIDELINES

DOCUMENT GUIDE 1. AMPLIFY OVERALL BRAND ID. GO TO THIS SECTION >

PAGE 4

2. AMPLIFY NI BRAND ID GO TO THIS SECTION > PAGE 25

3. AMPLIFY CYMRU BRAND ID GO TO THIS SECTION > PAGE 32

AMPLIFY BRAND GUIDELINES

LOGO USAGE & RULES 5 Primary logo 5 Exclusion zone 6 Palette 7 Restricted uses 8 CO-BRANDING 9 Amplify, YF and funders 9 AMPLIFY IN WORDS

COMMUNICATION STYLE

HOUSE STYLE

BRAND ELEMENTS 17 Brush stroke 17 Illustration styles 18 Typography 19 Photography 20 EXAMPLES 23 AMPLIFY ICON STYLE

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AMPLIFY BRAND GUIDELINES

LOGO USAGE & RULES Amplify Overall ID

Primary logo for use on all amplify communication

This identity is for use when we are talking about the overall Amplify programme, rather than a specific place. The uppercase wording and vibrant purple represent the ambition, power and confidence of the people driving the programme. The combination of handwritten and clean san serif typography echoes the journey people and places take - from personal stories of challenge and inequality to the development and growth of brilliant ideas.

Primary logo reverse for use on all amplify communication

AMPLIFY BRAND GUIDELINES

LOGO Exclusion Zone - Maintaining logo integrity To maintain clarity and legibility, the logo should be positioned with an area of clear space surrounding it – an ‘exclusion zone’. The exclusion zone cannot contain any other graphic elements or typography.

CHARACTER HEIGHT

AMPLIFY BRAND GUIDELINES

PALETTE Using the palette This selection of complementary colours should be used to create consistency across communications in order to build a recognisable, trustworthy brand association. The core colour should be used dominantly, the accent colour can be used to highlight details whilst the neutral colour is suitable for blocks of text or other practical uses.

CORE

C-75 M-100 Y-0 K-0 R-110 G-41 B-140 HEX-6D288C PANTONE-526 C

ACCENT

C-52 M-0 Y-19 K-0 R-117 G-201 B-194 HEX-75C9C1 PANTONE-319 PC

NEUTRAL

C-90 M-80 Y-50 K-50 R-41 G-52 B-60 HEX-28343C PANTONE-276 C

AMPLIFY BRAND GUIDELINES

LOGO Restricted Usage The minimum logo size is the smallest possible reduction in which the logo is still easy to read.

Digital 75 px wide

Print 3 cm wide

AMPLIFY BRAND GUIDELINES

CO-BRANDING AMPLIFY and The Young Foundation If the context requires both AMPLIFY and The Young Foundation to have equal prominence we follow The YF partner logo rules. A clear key-line of the same stroke weight used in the ‘Y’ mark separates each identity. Please contact the Programme Lead if you require a version of the AMPLIFY logo with The YF logo.

Cobranding with a funder logo

AMPLIFY BRAND GUIDELINES

AMPLIFY IN WORDS How we talk about the AMPLIFY programme To maintain clarity and consistency use this wording in communication that explains to an audience what the AMPLIFY programme is.

AMPLIFY BRAND GUIDELINES

COMMUNICATION STYLE Tone of voice Your tone of voice is how you speak and write. Like memorable people, memorable brands have a distinct way of communicating that naturally reflects their personality, beliefs and heritage. Your personality, beliefs and heritage are all based in a passion for people, so it’s the human element that we want to stress. Storytelling/structure • More colloquial, less academic: E.g. Not “A Study of Housing Conditions in East London” But “Getting to Grips with How East Londoners Live” • More active, less passive: E.g. Not “A partnership with X is being set up” But “We’re striking a partnership with X” • Human, as though you’re having a normal conversation: E.g. Not “Sandra Nelville remarked that her contexts were challenging” But “Sandra Nelville told us that she’s struggling with her situation” Energised and optimistic You say and write things that make people want to get up out of their chairs E.g. Not

“We’re launching a research project on the frustrations of urban youth in February”, but “Two months to go until we share our findings on what frustrates our city’s youngest citizens. Interested?” Style Our goal is to use plain English. This means we should avoid ‘jargon’ and confusing acronyms. In general, try not to write words you’d never use when speaking to your intended audience. Avoid: • words, phrases or acronyms that will exclude a first time reader e.g. SpAds, • overly formal phrases – use ‘because’ instead of ‘due to the fact that’ • use shorter and fewer words – brevity is good • non-English terms – e.g. ‘about’ not ‘circa’ Avoid tautology and unnecessary words This means repeating the same idea in different words (e.g. a secret surprise, and essential necessity, future plans). Keep your sentences short Clear writing should have an average sentence length of 15–20 words.

AMPLIFY BRAND GUIDELINES

COMMUNICATION STYLE Continued

This does not mean all sentences have to be the same length. Be punchy. Vary your writing by mixing short sentences (like the last one) with longer ones (like this one). This can be tricky when trying to explain a complicated point and you may find yourself writing the odd long sentence. This is ok! Use active verbs wherever possible It’s shorter and more direct: Active – We will consider the matter shortly Passive – The matter will be considered by us shortly Use as few words as possible Remove those that add nothing to the text. For example: • the proposal that was received from • we are in the process of preparing a press release • I enclose herewith an invoice. Provide a glossary if necessary. This can help first time readers. When writing a document in Word: • go to ‘Review’ and chose ‘Spelling and grammar’

• click on the ‘Options’ button in the bottom left hand corner under the heading ‘When correcting spelling and grammar in Word’ you’ll see a box marked ‘Show readability statistics’. Check this box. Every time you finish spell checking your document, you will get a box showing you statistics for the average number of sentences per paragraph and words per sentence. It will also show you the percentage of “passive” sentences you’ve included in your writing. If this figure is low (less than 10%) your text will probably be clear and easy to understand. For further information use these guides: • Plain English A–Z of alternative words Report writing • Economist Style Guide: • www.economist.com/research/StyleGuide • Guardian stylebook www.guardian.co.uk/ styleguide • Minto, B (2001) The Pyramid Principle • Bloomsbury Good Word Guide (1990)Tone of voice

AMPLIFY BRAND GUIDELINES

HOUSE STYLE Job titles – general or particular When referring to a postholder, this is general so use lower case and follow this format: the events and communications manager. When naming the postholder and giving their full job title, this is specific, so use title case: Jo Smith, Events and Communications Manager Dates • the format for dates should be 4 March 2010, not 4th March or March 4 • if you are writing about a decade, write 1980s, or the eighties, not 1980’s or 80’s • use dash not slash i.e. 2006–07 not 2006/7 Times • use ‘am’ and ‘pm’, not the ‘o’clock’ or the 24-hour clock • leave out full stops, spaces or unnecessary zeros, e.g. ‘9am’ rather than ‘9.00am’ • when needed, use a full stop between hours and minutes and not a colon, e.g. ‘9.30’, not ‘9:30’. Numbers Spell out numbers from one to nine and write 10 and above as figures e.g. 17, except: • if they relate to a unit of measurement, e.g. £4, 5cm, 9pm

• • • •

are joined by a dash e.g. 3–29 are in a table or figure Use ‘per cent’ unless in a table if they’re referring to stages in England’s education system e.g. key stage 2.

Money • thirty pounds is written as £30 • where there are no pence, do not use zeros • don’t start a sentence with a number – write it out in full • put commas in thousands:4,000 • 2.5million not 21/2 million • Write simple fractions like ‘two-thirds’ but use numbers for complex fractions like 4/29 References Titles of books/reports etc. Use italics for books, newspapers and periodicals, radio and TV references, reports. When referring to a publication, the title should be in italics, with capitals where necessary. Quotations, endnotes and bibliographies Accurate and consistent referencing is important as it allows readers to identify and locate the material you are citing.

AMPLIFY BRAND GUIDELINES

HOUSE STYLE Continued

When writing for a wider audience (the majority of our publications) instead of the more academic style of referencing where possible, to use first names in the text and to avoid using citations in brackets. For example: Not: “The rise of blaxploitation cinema in the 1970s was a reaction by Hollywood studios to a major financial crisis (Boyd, 1994)”. Instead, we should write the sentence as follows: But: “Cinema critic Todd Boyd argues that the rise of blaxploitation cinema in the 1970s was a reaction by Hollywood studios to a major financial crisis.” This will mean a more personalised, less dry feel to the publication. Where possible references should be included in Endnotes rather than Footnotes, as follows: Book, one author Ackroyd, P (2000) London: The Biography London: Chatto and Windus No commas or stops needed – capitals for first word in title and subtitle only. Publication with more than one author Bartlett, J, and Parker, S (2007) Agile Government London: DEMOS: In the text use ‘et al’ – (Bartlett et al 2007)

Chapter in a book Bartlett, L (2007) ‘Supporting tenants to become neighbourhood champions in Cornwall’ in James, S (ed) Transforming Neighbourhoods: A collection of stories about community empowerment London: The Young Foundation This is: Author(s) (date) ‘Title – not in Italics but with single quote marks: Using minimum capital letters’ in Editor (s) name (ed) Name of book city of publisher: publishing house A public speech Brown G (2009) Education for the new global age, Speech by the Rt Hon Gordon Brown MP, UK Prime Minister, London, UK, 5 May Journal article, newspaper article or paper in a series Shan X, Li Z and Saunders P (2007) ‘Using budget standards to estimate the costs of children: The case of Funan County’ Journal of Family Studies 13:1 pp 30–37 This is: Author(s) (date) ‘Title – not in Italics but with single quote marks: Using minimum capital letters’ Name of Journal volume number in bold: issue number, not bold, page numbers of the article, with en dash pp xx–xx

AMPLIFY BRAND GUIDELINES

HOUSE STYLE Continued

Gourlay C (2009) ‘New ‘finishing schools’ to help graduates’ The Sunday Times, 26 April Leader N and Colenso P (2005) Aid instruments in fragile states, PRDE Working Paper 5, London: Department for International Development Paper with no named author Strategy Unit (2008) Future Strategic Challenges for Britain, London: Cabinet Office Electronic reference Egenhofer C (2006) The EU Emissions Trading Scheme – One year on, Presentation at Catholic University of Leuven, Netherlands, 8 February, available at: www.ceps.be/files/Egenhofer_Leuven_8Feb06.pdf

accessed on 11 November 2008 Unpublished paper Grubb M (2006) Carbon confusion – the EU ETS and the future unpublished PowerPoint for ippr Personal communication Within text write (H Crumley, personal communication, 2009)

Academic writing When writing for primarily academic audience use the Harvard System (also known as the ‘Author Date’ method) as the guideline for its referencing. Note that academic journals tend to have different referencing systems so you should check before submitting pieces. The Harvard/author-date system You give the author and year of publication – in the text, at the ends of sentences – and the full reference in a list at the end of the publication – for example – (Edwards 2007). Quotations Quoted extracts and reported speech should exactly reproduce original words, spelling and punctuation, including case studies and quotes within the extract. Use double quotation marks, except for quotes within quotes, which take single quotation marks.

AMPLIFY BRAND GUIDELINES

HOUSE STYLE Continued

If you are quoting a large passage (more than 30 words/3 lines), do not use quote marks at all. Instead, use indenting to mark the text, and make sure to state precisely where the passage came from. For example: The report emphasised that: Arts and sport, cultural and recreational activity, can contribute to neighbourhood renewal and make a real difference to health, crime, employment and education in deprived communities. (Department for Culture, Media and Sport, 1999, p 8) Endnotes Endnote number comes after full stop where it makes most sense. In most cases it is fine. For example, Research suggests that x and y lead to outcome z.[1] But Some people say that this is the case, others disagree, and others still have their own arguments entirely.[2][3][4] It is clearer to write: Some people say that this is the case[5], others disagree[6], and others still have their own arguments entirely[7]. Endnotes go at end of document not end of page.

Bibliography All references are listed in alphabetical order by author or editor. If there is no author use the title. List references to websites in their own, alphabetical section – like wise for electronic publications. Punctuation Our use of punctuation should be grammatically accurate, but as brief as possible. Only add punctuation when it takes away ambiguity. For example the words ‘the researcher’s book’ need the apostrophe as this is grammatically correct, the book is possessed by the researcher, it is not about researchers.

AMPLIFY BRAND GUIDELINES

BRAND ELEMENTS Brush Stroke One component of the Amplify visual language is the brush stroke. The handmade texture of this brush hints to the grass roots stories at the heart of the Amplify initiative. To maintain authenticity the brush stroke should appear as if it were painted by hand. This can be achieved with various techniques such as: not repeating the same stroke in a piece communication, customising the stroke with layers and colour tints and making adjustments to the anchor points and stroke settings. If creating a new stroke the brush setting in Adobe Illustrator is Artistic_Paintbrush 3.

AMPLIFY BRAND GUIDELINES

BRAND ELEMENTS Illustration Styles Whilst styles will differ depending on the commissioned illustrator, illustrations should have an intentional imperfect feel to them. The finish shouldnâ&#x20AC;&#x2122;t feel corporate or overproduced. Above all the look and feel should relate to the place they are representing.

Amplify NI example

Amplify Leeds example

AMPLIFY BRAND GUIDELINES

BRAND ELEMENTS Typography Contact your Programme lLead at The Young Foundation to obtain versions of these typefaces.

KEEP CALM MEDIUM KEEP CALM LIGHT

Visby Medium Visby Demi Bold Visby Bold Visby Heavy Dear Joe 4

Dear Joe 5 - casual DEar Joe 6

Keep Calm For use in headings and display text only.

Visby For use in most body text. Use heavier font weights to highlight key words and subheadings.

Dear Joe For use in short pull out quotes and stories. Due to the handwritten style of this typeface, close attention should be paid to leading and kerning.

AMPLIFY BRAND GUIDELINES

STYLE A : CAPTURING REAL PEOPLE Mood - Genuine, natural, relaxed, reflective of the story, not posed or contrived. Will often be used in black and white

BRAND ELEMENTS Photography style A: capturing real people Mood - Genuine, natural, relaxed, reflective of the story, not posed or contrived. Usage - Will often be used in black and white. Use as leading feature images. Suitable to place behind text.

STYLE A : CAPTURING REAL PEOPLE Mood - Genuine, natural, relaxed, reflective of the story, not posed or contrived. Will often be used in black and white EXAMPLE IMAGERY

EXAMPLE IMAGERY

AMPLIFY BRAND GUIDELINES

STYLE STYLE B B :: CAUGHT CAUGHT IN IN ACTION ACTION Mood Mood -- Immersive, Immersive, caught caught up up in in the the action, action, specific specific activity activity or or event, event, as as ifif you you were were ther the

BRAND ELEMENTS Photography style B: caught in action Mood - Immersive, caught up in the action, specific activity or event, as if you were there. Usage - Not suitable for images behind text.

CAUGHT IN ACTION mmersive, caught up in the action, specific activity or event, as if you were there

EXAMPLE EXAMPLE IMAGERY IMAGERY

MAGERY

AMPLIFY BRAND GUIDELINES

STYLE STYLE C C :: DIY DIY SELFIE SELFIE STYLE STYLE Mood Mood -- Spontaneous, Spontaneous, positive, positive, taken taken by by real real people, people, scrapbook scrapbook style, style, low low tech tech

BRAND ELEMENTS Photography style C: DIY selfie style Mood - Spontaneous, positive, taken by real people, scrapbook style, low tech. Usage - Not suitable for images behind text.

DIY SELFIE STYLE pontaneous, positive, taken by real people, scrapbook style, low tech

EXAMPLE EXAMPLE IMAGERY IMAGERY

MAGERY

AMPLIFY BRAND GUIDELINES

EXAMPLES

rg / @AmplifyNI

www.amplifyni.o

Janene Ware

Social Innovation Outreach Worker Belfast Email janene.ware@youngfoundation.org Mobile +44 (0) 7535 976 933

AMPLIFY BRAND GUIDELINES

AMPLIFY LOGO ICON Considerations and guidance Creating an icon to support the logo text allows a team to take ownership over the movement they are building in their place. A new icon should: Be meaningful The icon should evoke positive feelings that resonate with the place. Identify values with the people who live and work in the place everyday. Be authentic This is a new movement so the icon should feel hand-crafted to the place and the people who live and work there. Avoid overusing symbols that already carry associations. Tell a story Part of the icon should use a brush stroke finish. The transformation from rough to smooth relates to the journey people and places take as they begin their Amplify movement. This approach also creates consistency across the programmes to build brand recognition.

AMPLIFY NI BRAND GUIDELINES

LOGO USAGE & RULES Primary logo Exclusion zone Restricted uses

26 26 27 28

PALETTE 29 AMPLIFY IN WORDS

EXAMPLES 31

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AMPLIFY NI BRAND GUIDELINES

LOGO USAGE & RULES AmplifyNI ID

Primary logo for use on all amplify communication

This identity is for use when we are talking about the AmplifyNI programme. The bold pink symbolises the vibrant, energetic community of Northern Ireland and is politically unbiased. The icon reflects some core values: Transformation, freedom, potential, energy, movement

Primary logo reverse for use on all amplify communication

AMPLIFY NI BRAND GUIDELINES

CHARACTER HEIGHT

AMPLIFY NI BRAND GUIDELINES

LOGO Restricted Usage The minimum logo size is the smallest possible reduction in which the logo is still easy to read.

Digital 150 px wide

Print 3 cm wide

AMPLIFY NI BRAND GUIDELINES

CORE

C-0 M-95 Y-20 K-10 R-216 G-36 B-121 HEX-6D288C PANTONE-526 C

ACCENT

C-20 M-0 Y-91 K-0 R-184 G-212 B-50 HEX-B8D432 PANTONE-382 C

NEUTRAL

C-80 M-70 Y-50 K-30 R-77 G-76 B-90 HEX-4D4C5A PANTONE-425 C

AMPLIFY NI BRAND GUIDELINES

AMPLIFY NI IN WORDS How we talk about the AmplifyNI programme To maintain clarity and consistency use this wording in communication that explains to an audience what the AmplifyNI programme is.

AMPLIFY NI BRAND GUIDELINES

EXAMPLES

rg / @AmplifyN

www.amplifyni.o

Janene Ware

Social Innovation Outreach Worker Belfast Email janene.ware@youngfoundation.org Mobile +44 (0) 7535 976 933

AMPLIFY CYMRU BRAND GUIDELINES

LOGO USAGE & RULES Primary logo Exclusion zone Restricted uses

33 33 34 35

PALETTE 36 AMPLIFY CYMRU IN WORDS

LANGUAGE GUIDANCE

EXAMPLES 39

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AMPLIFY CYMRU BRAND GUIDELINES

LOGO USAGE & RULES Amplify Cymru ID

Primary logo for use on all amplify communication

This identity is for use when we are talking about the Amplify Cymru programme. The colour and hint of dragon tail reflect the strong sense of Welsh pride. The whirlwind echoes the energy of those involved in the programme and the changing directions innovation can take.

Primary logo reverse for use on all amplify communication

AMPLIFY CYMRU BRAND GUIDELINES

CHARACTER HEIGHT

AMPLIFY CYMRU BRAND GUIDELINES

LOGO Restricted Usage The minimum logo size is the smallest possible reduction in which the logo is still easy to read.

Digital 150 px wide

Print 3 cm wide

AMPLIFY CYMRU BRAND GUIDELINES

CORE

C-0 M-100 Y-70 K-20 R-209 G-34 B-52 HEX-D12233 PANTONE-186 C

ACCENT

C-20 M-0 Y-91 K-0 R-247 G-148 B-30 HEX-F4911E PANTONE-144 C

NEUTRAL

C-10 M-15 Y-50 K-30 R-78 G-72 B-68 HEX-4F4744 PANTONE- BLACK 7C

AMPLIFY CYMRU BRAND GUIDELINES

AMPLIFY CYMRU IN WORDS How we talk about the AmplifyNI programme To maintain clarity and consistency use this wording in communication that explains to an audience what the AmplifyNI programme is.

AMPLIFY CYMRU BRAND GUIDELINES

LANGUAGE GUIDANCE Amplify Cymru recognises that the Welsh language has official status in Wales and should be treated no less favourably than the English language. The open-to-all nature of the Amplify programme means we will always strive to present ourselves and our communication in a way that’s accessible to all. Local teams should provide or source bilingual versions of printed and online communication wherever possible.

Talbot Amplify Port rd

Tuesday 3

May, 2-5pm

C, Aberavon RF

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irer place? ot make it a fa le in Port Talb How can peop y happening? What’s alread re? pport to do mo Who can we su

Amplify Port Talbot

Dydd Iau 3 Mai, 2-5pm Clwb Rygbi Ab

erafan, Stry

Sut all pobl ym Mh Beth sy’n digwydd

d Manor, Po rt Talbot,

ort Talbot ei wneu

d yn lle tecach?

SA13 1AB

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AMPLIFY CYMRU BRAND GUIDELINES

EXAMPLES

cymr I u mp plifyN mlify @A mr i.ourg/ /@a fyn plify. plicy w.am w.am ww ww

Janene Cath Sherrell Ware

Social Innovation Outreach Worker Belfast Aberystwyth Email cath.sherrell@youngfoundation.org janene.ware@youngfoundation.org Mobile +44 (0) 7909 7535 976 912 444 933

AMPLIFY BRAND GUIDELINES

CONTACT To find out more or to ask any questions contact the Places Programme Lead at The Young Foundation.

AMPLIFY BRAND GUIDELINES

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