Contents
Introduction 3 Who we are
Our staff Our strapline Our description Our vision, mission and values Our title Other information
6 6 7 8 9 11 11
What we look like
12
12 16 18 21 22 23 24 26 27 28 28 29
Our logo Our font Our colour palette Our illustrations Our email signature Our PowerPoint Our stationery Our documents Our signage Our paper Our photography Our evite
How we talk
30
30 30 31
Our language Our tone of voice Our general standard
Design 32 Conclusion 33
Clúid’s Identity Page 2
Introduction
Clúid is well respected in the housing association sector as an innovative, forward thinking organisation that delivers. As Clúid expands to communicate with external audiences, its brand plays an important role in creating familiarity, recognition, perception and, ultimately, trust.
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Introduction
Clúid’s brand is its identity: who we are; what we look like; what we say; how we say it. The brand acts as our introduction in any forum. When audiences see the Clúid name, we want them to feel an instant connection to:
Trust Quality Reputation Credibility Authority Pride Respect
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This is what the Clúid brand aims to achieve. This brand will be a valuable support in reaching Clúid’s organisational objectives. It will position Clúid as a professional, reputable organisation which financial institutions, investors and other partners will want to do business with. It will place Clúid as a recognised, credible organisation in a competitive environment. And it will provide Clúid with authority when speaking to decision makers. How do we achieve this? The answer is quite simple - by reinforcing our identity again and again and again - accurately, consistently and coherently until it becomes familiar and recognisable. Why is this so important? It is important because we are living in an environment filled with noise and clutter, created by companies and organisations, all fighting for the same audiences’ time and attention. As a result, the attention spans of our audiences have become limited. Sometimes they will only absorb a piece of text or an image or a headline. Often it is only after seeing a message three times through different channels, for example, in a newspaper, on a poster, or online that the target audience will eventually understand that message. It is essential therefore that every form of Clúid communication is consistent and reinforced. This is key to communicating effectively in today’s environment.
Introduction
There are many forms of communication: text, photography, emails, letters, presentations, publications, invitations, posters, newsletters, surveys, leaflets, signage, stationery, websites, social media and local and national print and broadcast media. Consistent application and reinforcement of the brand across all communication elements is key to creating a Clúid brand that is instantly recognisable. This brand standards document contains guidelines, rules and examples for upholding the brand throughout all aspects of Clúid’s communications. Its purpose is not to restrict, but to promote a consistent and very clear message through written, verbal, online, audio-visual and other media. It follows that all relevant external communications materials, and newly branded materials, must receive sign off from the Policy & Communications Department before entering the mainstream through online and other broader media forums.
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This document contains links throughout to a ‘Clúid’s Brand’ folder, which is saved on the H-drive. This folder includes relevant documents and files for implementing the Clúid brand. To view this folder click here. For external access to relevant file links please contact the Policy & Communications Department in Clúid. For further information or assistance on branding and communications, please contact the Policy & Communications Department.
Who we are
Our staff Clúid’s staff are its greatest resource. We’re leading the way home, through the efforts of staff with an enormous range of skills including housing management, development, technical, finance, legal, contact centre work and other areas. In the development and provision of housing, it is staff who bring our values - Collaboration, Respect, Innovation, Sustainability and Professionalism - to life. The day-to-day work of our staff and their unwavering commitment to the delivery of high quality services marks Clúid out as the leading housing association in Ireland. Clúid’s reputation stems directly from this and is what brings true strength to our brand. Staff are Clúid’s most important brand ambassadors. By representing the brand accurately and consistently when communicating with different audiences, staff play a vital role in bringing the brand to life and building further on Clúid’s already high reputation.
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The brand outlined in this document aims to ensure that this reputation is shared and instantly recognisable to all audiences; including those we may not have communicated with before. But without staff commitment, the brand will remain in this document and Clúid’s profile will not develop further. In addition, acting ‘off message’ can counteract the power of the brand and have a damaging effect on Clúid’s reputation. So it’s very important that all use of the brand must comply with the standards set out in this document.
Who we are
Our strapline Given the complexity of Clúid’s ‘product’ (which spans across housing delivery, housing management and community development), it is always a challenge to describe who we are. To add to this complexity, most of the time there isn’t scope to provide a thorough description. To overcome this, the strapline is used in all visual communications (where appropriate) to help establish recognition and understanding. Clúid’s strapline is a memorable phrase which encapsulates the premise and ethos of Clúid, one which is very relevant in today’s society. The rationale behind the strapline focuses on two key concepts and words: Clúid is ‘leading’ the sector in responding to housing need in Ireland today. Clúid places significant value on ‘home’ and all that it conveys to our tenants.
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Clúid’s strapline is formed from these concepts and words:
Leading the way home Where context is required, the strapline can be presented as:
Clúid: Leading the way home
Who we are
Our description Clúid’s description can be reinforced in communication forums which allow further scope. This description deliberately relates to the strapline, to reinforce a recognisable identity. It also includes the context of today’s housing need and positions Clúid as the national organisation responding to this need. Clúid is a not-for-profit organisation leading the way in delivering high quality, affordable homes to people on the housing waiting list all over Ireland. If there is scope the following can also be added to provide a more rounded description: Clúid also provides housing and estate management and tenant services. Clúid enables people to create thriving communities.
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Who we are
Our vision, mission and values Clúid’s vision, mission and values (and strapline) were defined after extensive staff consultation in 2011. Clúid’s vision, mission and values derive from the importance of: The customer. A sense of place - especially important in Ireland today. High quality housing and estate management. A wider impact than just housing provision. Partnership, professionalism and innovation.
Clúid’s vision is: A society where everyone has a great place to live The context for this choice is that ‘a great place to live’ means more than just bricks and mortar. It engenders a sense of place and community. It values appropriate location in creating sustainable communities. It is an aspirational vision and is, to some degree, subjective. It is not for us to define ‘a great place to live’. This is something for the individual to feel and declare.
Clúid’s mission is: Providing quality housing and services to enable people to create homes and thriving communities This reflects our core business in terms of providing accommodation and services, in order to ensure successful tenancies and great customer experiences. It acknowledges that we do not provide the homes. Our tenants create the homes and help to develop the communities. Clúid provides good quality services and in this way greatly enhances the sense of ‘home’ and ‘community’. Clúid’s vision, mission and values must be reinforced in as many communication materials as possible.
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Who we are
Our values include: Collaboration: Clúid values partnerships in achieving the best outcomes. Clúid is open, co-operative and easy to do business with. Respect: Clúid’s work is underpinned by a mutual respect and trust between customers, staff and managers. Clúid listens to and learns from its customers and staff and recognises those staff who go the extra mile. Innovation: Clúid works at the forefront of the sector, focusing on solutions and innovating in a constantly changing Ireland.
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Sustainability: Clúid ensures that all its activity is socially, financially and environmentally sustainable. Professionalism: Clúid drives up standards through a commitment to high quality services, continuous improvement and investment in its people. An easy way to cite our values is to remember them as the acronym, CRISP.
Who we are
Our title
Clúid’s
Our official full title is:
When referring to something that belongs to the organisation, Clúid should be followed by an apostrophe and then an ‘s’, for example, Clúid’s housing stock.
Clúid Housing For written communication that repeatedly references our title, the full title will be referenced initially, followed by the shortened version in brackets. ‘Clúid Housing (Clúid)’ and ‘Clúid’ thereafter.
Clúid with a capital ‘C’! Clúid is always spelled with a capital ‘C’. The only exceptions are for the web and email addresses.
Other information
Ú: Clúid is spelled with a fada. The only exception is for the web address: www.cluid.ie and staff email addresses.
Clúid’s registered company number is: 212249. Clúid’s charity number is: 11171.
Clúid is singular
Clúid’s phone number is: 01 707 2088.
It is important to avoid using ‘Clúid are’.
Clúid’s web address is: www.cluid.ie.
Instead, use ‘Clúid is’, ‘Clúid has’, ‘Clúid wants’, etc.
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What we look like
Our logo It is important that Clúid’s logo is used correctly and consistently in all applications. If it is altered in any way, the impact and the recognition of the brand will be compromised. Clúid’s logo is available in a number of formats here. These include appropriate resolution sizes for both online and offline communications. The black version of Clúid’s logo should be used only in black and white communications, e.g. fax, newspaper. For professional print: (e.g. publications, signage, merchandise, leaflets, newsletters) Use or provide logo in Illustrator .eps vector format. Available in: full colour (cmyk), Pantone spot (2col) and black. For documents produced in-house: (e.g. Microsoft Word, Excel, PowerPoint) Use or provide high resolution logo in .jpeg or .png format (use .png logo when placing over a coloured image). Available in: full colour (rgb), black. For all web communications: (e.g. websites, multimedia, video) Use or provide low resolution logo in .jpeg or .png format. Available in: full colour (rgb), black.
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What we look like
Clúid’s logo must be clear and prominent on all communications materials. It must never be less than 30mm wide. It is important that the resolution of the logo is at an appropriate size so it never appears out of focus and the legibility of the logo is always very clear.
30mm
minimum size
Where possible, the logo should be set on a white background, avoiding cluttered/ patterned backgrounds. There should be a high contrast between the logo and the background colour. When the logo appears on a dark background the white version must be used. To ensure clear visibility the logo must be surrounded on all sides by adequate clear space.
clearance zone
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What we look like
The logo must not be distorted, stretched or changed in any way.
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What we look like
The use of partner logos in any communication forum must receive sign off from the Policy & Communications Department. Partner logos are not permitted in Clúid email signatures. Additional logos in the email signature space appear cluttered, communicate mixed messages and detract from the Clúid brand. Clúid strives to present a clear, simple and uncluttered brand. For guidelines on Clúid’s branded email signature, see page 22.
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What we look like
Our font To maintain a consistent typographic look throughout all professionally printed Clúid communications, it is necessary to use fonts that are compatible with Clúid’s logo.
In-house fonts Arial has been chosen for all correspondence produced in-house (Microsoft Word, Microsoft Excel, Microsoft PowerPoint, emails, etc.). Please use Arial Regular for body copy. Body text should be set no smaller than Arial 9 point (11 point for tenant communications, to cater for tenants with sight impairment). Please use Arial Bold for all headings.
Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 abcdefghijklmnopqrstuvwxyz0123456789
Arial Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 abcdefghijklmnopqrstuvwxyz0123456789
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What we look like
Two fonts have been chosen for designers to use:
The font Avenir should be used for body copy and sub-headings.
The font Heinemannn Special (Black, Bold and Roman) should be used for display type and headings.
Avenir Heavy can be used for sub-headings at the same point size as body copy. Avenir Roman should be used for body copy.
Heinemannn Special Black should be used for main headings, while Heinemannn Special Black, Bold and Regular can used for smaller headings and pull out quotes.
Heinemann Special Black ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
Heinemann Special Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
Heinemann Special Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
Avenir Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
Avenir Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 abcdefghijklmnopqrstuvwxyz0123456789
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What we look like
Our colour palette A colour palette has been carefully selected to set the right tone for Clúid. The colours were chosen so that they work together and help to create engaging communications materials.
Primary Colour Palette: Clúid’s logo consists of three primary colours: Pantone 320
C100 M0 Y31 K7
R0 G146 B167
Pantone 5473
C72 M29 Y37 K16
R81 G109 B117
If working with one colour only, please choose the teal colour. It is important that no other versions of this teal colour are used.
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What we look like
Secondary Colour Palette: A suite of secondary colours has been created which complement the primary colour palette. This colour palette can be used by all Clúid employees throughout all internal communications, for example, in PowerPoint and Word templates, for items such as diagrams and charts. Directions for customising the above colours in Microsoft are available here.
Pantone Process Black
C0 M0 Y0 K100
R0 G0 B0
Pantone 137
C0 M35 Y90 K0
R248 G179 B34
Pantone 704
C0 M90 Y72 K29
R179 G43 B49
Pantone Process Magenta
C0 M100 Y0 K0
R226 G0 B122
Pantone 5767
C15 M0 Y68 K39
R161 G161 B80
Pantone 405
C0 M10 Y33 K72
R107 G99 B81
Pantone 600
C9 M6 Y17 K0
R237 G235 B217
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What we look like
Extended Colour Palette: An extended colour palette has been developed for use by Clúid’s communications agencies, such as designers. These colours have been developed to add choice, vibrancy, strength and diversity to external communications, for example: annual reports, brochures, event roll-ups, advertising, invites, web and online communications.
This extended palette acts as a visual guide only. Design agencies do not need to limit themselves strictly to this colour palette. Further colours can be added, as long as they are complementary to the palette created.
Pantone 109
C0 M10 Y100 K0
R255 G221 B0
Pantone 117
C0 M18 Y100 K15
R226 G185 B0
Pantone 137
C0 M35 Y90 K0
R248 G179 B34
Pantone 711
C0 M00 Y80 K2
R223 G0 B48
Pantone 704
C0 M90 Y72 K29
R179 G43 B49
Pantone Process Magenta
C0 M100 Y0 K0
R226 G0 B122
Pantone 600
C9 M6 Y17 K0
R237 G235 B217
Pantone 454
C0 M13 Y100 K0
R0 G13 B100
Pantone 5767
C15 M0 Y68 K39
R161 G161 B80
Pantone 7503
C0 M12 Y35 K25
R206 G187 B149
Pantone 7504
C0 M25 Y45 K40
R173 G143 B107
Pantone 731
C0 M52 Y100 K54
R140 G85 B7
Pantone 405
C0 M10 Y33 K72
R107 G99 B81
Pantone 3105
C43 M0 Y12 K0
R156 G213 B223
Pantone 298
C69 M7 Y0 K0
R52 G180 B228
Pantone 320
C100 M0 Y31 K7
R0 G146 B167
Pantone 3272
C100 M0 Y44 K0
R0 G152 B154
Pantone 556
C42 M0 Y33 K27
R130 G169 B150
Pantone 623
C32 M0 Y24 K10
R174 G206 B191
Pantone 5615
C49 M0 Y44 K64
R69 G101 B83
Pantone 5545
C59 M0 Y50 K52
R66 G115 B91
Pantone 431
C11 M1 Y0 K64
R114 G121 B127
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What we look like
Our illustrations A range of llustrations were commissioned to show the breadth of our work and to convey the impact this work has on tennants. These are created under licence and can not be amended without the consent of the illustrator. The licence period runs until a specific date.
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What we look like
Our email signature Clúid’s email signature will reinforce Clúid’s brand. It looks like this:
Lucinda McNally Communications Coordinator Clúid Housing 63-66 Amiens Street, Dublin 1 t: 01 707 2088 m: 086 824 8408
It is very easy to embed this branded email into Outlook. Click here for directions. Partner logos and messages are not permitted in Clúid email signatures. This includes environmental messages. Non-Clúid logos and messages in the email signature clutter the space, communicate mixed messages and detract from the Clúid brand. Prominence must always be given to Clúid’s brand and message in order to present a clear, simple and uncluttered brand. Therefore the above signature must be the only form of communication at the end of emails (with the exception of the disclaimer).
Leading the the way way home home
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What we look like
Our PowerPoint The template for the Clúid PowerPoint presentation is available here.
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What we look like
Our stationery
63-66 Amiens Street Dublin 1 Ireland
Letterhead paper, compliment slips and business cards have been re-designed to reinforce the Clúid brand.
t: 01 707 2088 f: 01 707 2244 e: cluid@cluid.ie w: www.cluid.ie
Older versions of the letterhead and compliment slips must be replaced. To save on cost and for convenience, the Clúid letterhead (and continuation page) is available for in-house printing here. All print orders for compliment slips, business cards and letterhead paper should be made through the Facilities Assistants.
Chairman: David Burke. Treasurer: Penelope Kenny. Directors: Cormac Kennedy, Martin Farrelly, Maura Connolly, Derek Mc Cabe, Chris White, Fiona Barron, Peter Fullam, Deirdre O’Connor. Company Secretary: Lorraine Nolan. Registered Charity No. 11171. Registered Office: Clúid Housing Association, 63-66 Amiens Street, Dublin 1, Ireland.
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What we look like
63-66 Amiens Street Dublin 1 Ireland
Compliment slip front
t: 01 707 2088 f: 01 707 2244 e: cluid@cluid.ie w: www.cluid.ie
Compliment slip back
Clúid… Leading the way home
Business card front
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Business card back
What we look like
Our documents A branded Clúid Microsoft Word document template can be downloaded here. Cover Title Heading
Cover Sub-Heading Date
Body copy image caption
Leading the way home
Leading the way home
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What we look like
Our signage Venues for events should be dressed in Clúid’s branded signage. Each Clúid region (East, West & South) has three pull-up stands, which reinforce Clúid’s vision, mission and values. These can be easily packed away and used at relevant events around the country. If further room dressing is required (such as posters) please contact the Policy & Communications Department.
Our Our Vision Vision
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Our Our Mission Mission
Our Our Values Values
What we look like
Our paper
Our photography
For consistency, all Clúid publications will be printed on uncoated paper, iPrint or Challenger.
It is important that the standard of photography used in external communications is high. Photos for external use should be engaging, relevant, realistic (not staged!) and eye -catching. A photo should communicate a key message. Click here to view a guide on photography. A general stock of engaging photography will be developed in 2013 and will be available here. Photographs of tenants cannot be used for marketing purposes without the written permission of the tenants. Click here to download a photo permission slip. Clúid will avoid using online stock imagery and clip art. The file size of photos for use in printed publications should be at least 1mb. Photos for web can be supplied at a smaller size.
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What we look like
Our evite
This cuts back massively on administration time as the RSVP system is online and very easy to track and analyse. It also cuts back on the expense of printing and postage costs.
The new evite system allows staff to issue branded invites by personalised email.
The evite system makes it very easy for the recipient to respond at the touch of a button. John Smith John Smith John Smith John Smith John Smith
Correspondance Report Details Information Information
21 July 2010 21 July 2010 21 July 2010 21 July 2010 21 July 2010
The Insurance Institute of Ireland <info@iii.ie> Tuition lectures 23 June 2011 John Smith Having trouble viewing this email? view it online here www.iii.ie Having trouble viewing this email? Click here
Invitation Dear <<Test>> You are cordially invited to join us in celebrating our Building Programme as we toast the success of our first graduates at: The building Potential Graduation Ceremony 2014 Venue: Clúid Housing, 63 –66 Amiens Street, Dublin 1. Date: Tuesday 11 November 2014 Time: 4.00 – 6.00pm
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12.33 12.30 12.28 12.25 12.25
Click here to view a step-by-step guide on how to create and issue an evite. Please contact the Policy & Communications Department for support. A hard copy version can also be created for audiences who are not online. Please contact the Policy & Communications Department for further information.
How we talk
Our language
Our tone of voice
Clúid’s brand aims to challenge the use of jargon (conventional language, terminology and acronyms only understood by those inside the sector).
To be perceived as a professional organisation, Clúid’s tone must be formal, direct and authoritative.
Clúid’s brand avoids speaking in a style that is only understood by a select few within the sector. Clúid will strive for simple, cogent, clear communication, in a language that external audiences speak and understand.
This includes avoiding using ‘we’, ‘us’ and other more informal terms in communication with most external audiences. These will be replaced with ‘Clúid’, ‘it’, ‘the housing association’, ‘the organisation’, ‘the association’. Exceptions will apply to this rule on informal community forums , such as Facebook, and communicating with residents, where a personal tone may be more suitable.
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How we talk
Our general standard Our content All content for external communication - be it photography, text, tables, video, etc. - must be of a high quality, relevant, interesting, engaging and easy to read and understand.
Our spelling and grammar standard As a professional organisation, all spelling and grammar must be of a high standard. All names of services and schemes must be spelled accurately.
Professional proof reading Proof reading is essential before any communication materials go to print, to ensure a high standard. A proof reader provides a fresh pair of eyes and an outside perspective. A proof reader will review larger documents for inconsistencies and inaccuracies such as typos, grammar, formatting, punctuation, header styles, etc. A proof reader will also intervene to ensure that the document is clear of jargon. It is important to schedule in time for proof reading. The proof reader requires adequate time to review the document and to engage over and back for clarification. At the design stage the proof reader will also ensure that the text supplied is reproduced accurately.
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Design
Please contact the Policy & Communications Department if you are designing new communications materials. Below are some examples of engaging publications that have been designed recently:
A warm welcome An evidence-based strategy for tackling fuel poverty among Clúid Housing Association tenants
A warm welcome An evidence-based strategy for tackling fuel poverty among Clúid Housing Association tenants Adrian Norridge Research Bursary September 2014
More examples to come
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Conclusion
Clúid must strive to reinforce its brand and avoid communicating messages which conflict with the brand. All Clúid staff must support the brand. This is an essential part of the Communications Strategy which aims to realise the organisation’s goals by achieving a trustworthy, positive profile. This, in turn, will be a valuable support to staff in moving Clúid’s vision forward.
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