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MOMENTUM 3
Let's defend the principle of a society that cares for everyone and everyone cares for everyone else. Jeremy Corbyn
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CONTENTS
The Momentum Brand
Brand Elements
Applications
11 Who are we?
23 Our Identity
43 Example Applications
13 Who do we represent?
25 Our Logo
15 Why create the Momentum Brand?
27 Exclusion Zones & Minimum Size
17 Where did we start from?
29 Positioning
19 Our Qualities
31 Typography 35 Colour
Terms & Conditions 50 Brand terms
37 Our Identity on photographs 39 Co-branding
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The Momentum Brand 9
The Momentum Brand
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Who are we?
Momentum is a people led organization created in support of Jeremy Corbyn’s Labour election campaign in 2015. We are a movement for democratic change and we aim to bring together individuals and groups in our communities and workplaces to campaign and organise on the issues that matter to us all. We want to give the Party back to the people, to make their voices heard and charge Labour with the policies and collective will of making the ultimate positive change in the government.
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The Momentum Brand
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Who do we represent?
As a movement we stand with all the people of Britain who want peace, justice and equality. We work towards bringing light onto the issues regarding the working class, the government sector, austerity, education, healthcare, green issues, war policies, foreign affairs and as well as many others along with giving a voice to all the people who stand behind those issues and support the same causes.
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The Momentum Brand
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Why create the Momentum brand?
An organization’s brand is symbolic of its name and its principles. It is a live representation of its supporters and their values. In creating the visual structure of our brand we enhance the experiences and voices of our supporters and are able to present them graphically as well as send out a message to everyone else observing our cause from a distance. Momentum has become a beacon for positive change and is now alive, inspiring fresh opportunities and a strong desire to make a change. Our brand identity is central to our communications plan and through it we seek to convey an accurate sense of what makes us unique. These guidelines have been produced to help you understand our brand values and to apply the brand identity consistently.
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The Momentum Brand
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Where did we start from?
After the Electoral Reform in December 2015, it has been observed that 1.9 million people were wiped off the register and that another 8 million are actually not at all on it. Those 10 000 000 people don’t have the opportunity of having their voices heard by the people who run their country and it is our utmost priority of giving that opportunity to every man, woman and child in Britain in order to build together a better future. Which is why we embarked on an extensive research and consultation programme, exploring perceptions and core values of our supporters and people who share the same ideology, in order to optimally perceive and express the needs and requirements of our people through the Labour Party and in the new government of 2020.
Understanding
We discussed the current perceptions of Britain’s Leaders in focus groups, workshops and in-depth interviews with people drawn from across all sectors of our country. This allowed us to see clearly the strengths, weaknesses, characteristics and attributes observed by our supporters.
Process
Following our initial research we developed several core brand proposition themes which were tested with our young members and our working class representatives. After which online and face-to-face surveys gave further opportunity to target our market of media, support and cooperation and to contribute to our development.
Creation
The final stage saw the progress of the creative options which were in turn presented and tested with a wide audience across all sectors, mostly in the age group 18 – 39. The preferred identity was further refined and officially launched as the Momentum brand in March 2016.
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The Momentum Brand
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Our Qualities
Open, Honest, Bold & Optimistic
These aspects are primal for the image and ideology of who we are and what we do. They reflect the warmth and acceptance of the Momentum welcome and way of work, which allows our supporters as well as those from the outside to quickly enter into the spirit of things and experience the same genuine desire for a positive more democratic change in Britain’s government.
Determined, Dynamic, Just & Inspiring
These enforce our new way of doing things. Our sincere kind of politics. We are determined to keep what is good and change the things that could be better, building together an exceptional future where old meets new and people’s voice is seen and heard through a vibrant dynamic approach of a creating a candid and truly modern society.
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Brand Elements 21
Brand Elements
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Our Identity
The graphic identity is the visual interpretation of our brand. It projects Momentum’s energy and optimism and stands at the heart of our movement, reflecting its fearless and welcoming nature. The capital “M” is a bold statement, putting Momentum firmly on the map. When used in conjunction with a tagline it becomes a call to action and very much embodies the brand essence –
Momentum, Means for Change These guidelines demonstrate how the graphic identity can be used and sets out rules to ensure that it is applied consistently.
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Brand Elements
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Our Logo
Our logo is comprised of the stencil of our “M” and a tagline. When Using the “M” without a tagline there is only one format in which it should be used: Our Stencil must be always built in a square box with sides equivalents to the same multiples of four, e.g. 4x4 cm, 8x8 cm, 12x12 cm, 16x16 cm, 20x20 cm, 24x24 cm, 28x28 cm, and so on. This represents our four core values and aims which are stated under Clause IV in the Labour Party’s Constitution. However, it is up to every individual to fill up the stencil, making their own voice visual. An M filled entirely by text can and should be presented without an outline, whilst ones filled with justified imagery should always keep the outline in order to retain the original and recognizable bold shape of our M. The logo is available for download at: http://www.peoplesmomentum.com/brand/logos
Our 40x40 mm standard “M”
XXX Streched-out vertically.
Streched-out into a rectangle horizontally and squished down.
Built in a box of 30 x 30 mm; not multiples of 4.
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Brand Elements
M M
M M MM
MM
M MM
MOMENTUM MM
M M
MM
M M
Means for Change MM M
40 mm
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Image Area
A4 (210 x 297mm)
Minimum Size
40mm
Image Area
A1 (594 x 840mm)
Minimum Size
160mm
A3 (297 x 420mm) 80mm
A2 (420 x 594mm) 120mm
A0 6 Sheet (840 x 1188mm) (1180 x 1730mm) 200mm
240mm
Exclusion Zones
An exclusion zone is in place to make sure that other graphic material or type does not interfere or detract from the identity. This exclusion zone should also be the minimum when positioning the identity close to the edge of a page or trim area. The zone equates to a space that uses the width or height of two ‘M’, equal to 5 mm – as shown on the left. This is the recommended minimum area, wherever possible allow more space.
Minimum Size
The minimum size for identity usage is based on the ‘M’ measuring no less than 40mm wide. This then governs the minimum type size to use for tagline size as it should never measure more than 1/4 of the side of the M. Please seek permission to use the logo below the minimum size in exceptional circumstances. The table on the left shows the minimum logo sizes in relation to the image area.
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Brand Elements
A1 Poster size - Logo 160 x 160 mm
A4 Letter size - Logo 40 x 40 mm
MOMENTUM Means for Change
MOMENTUM M e a n s fo r Cha ng e
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Positioning
When the brand is being treated as the lead message, the Momentum M should be scaled to the various column widths in printed media and can move up or down within those column guides (paying attention to the exclusion zones.) However preference is that the M should always appear on the left of any communication when it is being used as the lead message, ensuring the viewer reads the Momentum M first. Please observe the example standard formats ot then left.
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Brand Elements
Montserrat Typeface - Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Montserrat Typeface - Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Montserrat Typeface - Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 30
Typography
“Montserrat” is our main typeface representing our name, tagline and identity . “Montserrat” must only be used for campaign related visual work and short headings, not for setting text. When using this typeface please pay particular attention to the kerning ensuring spacing is consistent. The Montserrat typeface is available for download at: http://www.peoplesmomentum.com/brand/elements
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Brand Elements
Avenir Typeface - Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Avenir Typeface - Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Avenir Typeface - Roman
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 32
Typography
“Avenir” is our primary typeface representing our voice in all printed, campaign, promotional and digital media. “Avenir” must only be used for setting text and not campaign related visual work or headings. When using this typeface please pay particular attention to the kerning ensuring spacing is consistent. The Avenir typeface is available for download at: http://www.peoplesmomentum.com/brand/elements
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Brand Elements
Momentum Black Pantone Black C (hit twice) C0 M0 Y0 K1 R0 G0 B0 #000000
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Momentum Red
Momentum White
Pantone 485 C0 M100 Y100 K0 R255 G0 B0 #FF0000
Pantone Bright White C0 M0 Y0 K0 R255 G255 B255 #FFFFFF
Colour
A palette of 3 colours exists for the identity. The logo can be reproduced in any of these colours as a solid block in one of four ways - red on a white background, white on a red background, black on a white background or white on a black background. The logo may also be reproduced in gold (Pantone 871) or silver (Pantone 877) for special items. When a tagline appears with the logo both should remain the same colour.
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Brand Elements
MOMENTUM Means for Change
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Our Identity on photographs
When using the reversed new identity on dark photographic backgrounds the logo and tagline should either be white or placed on a strong contrasting solid colour as per our guidelines. On very light photographic backgrounds, when white is not appropriate, the colour for the identity should preferably be black to stand out from the background.
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Brand Elements
#UKLabourIn June 2016
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Co-branding
Events and publications may be sponsored by a wide range of bodies, each of which will require its brand identity to appear on all types of marketing collateral. To deal with this issue an area should be allocated for co–branding and divided into a grid of equal areas according to the number of brands that need to appear. This should comply with all minimum size and exclusion zone requirements. The Momentum identity should always appear in the top left area of the grid and all space above it should be clear. If this position is taken by a lead sponsor then the Momentum identity should take the outside right position.
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Applications 41
Applications
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Example applications
Here are some examples of the new identity in action. These images reflect the flexibility of the identity and how it can appeal to different audiences.
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Applications
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Applications
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Terms & Conditions 49
Terms and Conditions
Brand Terms
Downloading the Momentum brand and its use implies your acceptance of the terms of this user agreement. A breach of these terms may result in us asking you to withdraw the offending items with immediate effect at your own expense. All elements of the Momentum brand including, but not limited to, text, software, photographs and graphics is and will remain the property of People’s Momentum. We grant you a limited, nontransferable, non-exclusive, royaltyfree right to use, copy and reproduce the electronic images, logos and templates (including scripts, fonts and colours), subject to the following conditions. You shall not alter, modify, adapt, manipulate, enhance, add to or delete part of the Momentum digital brand. All Material must be used in the original and unchanged form in which it is downloaded. You shall not use the “Momentum brand’s tagline” to directly identify, promote, sponsor or endorse any commercial or retail services or products. You shall not incorporate Momentum brand features into your own product name, service names, trademarks, logos or company names. You shall not copy or imitate the Momentum brand, including the look and feel of the brand, distinctive colour combinations, typography, graphic designs, icons or imagery associated with the Momentum brand. You shall not adopt marks, logos, slogans or designs that are confusingly similar to our Momentum brand. You shall not use the Momentum brand to promote any illegal, immoral or “adult only” activity or in any way which is obscene, indecent, vulgar, unsavoury or defamatory or which could harm or compromise the organisation name, reputation or goodwill or that of any of its supporters.
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It is at the brand owner’s discretion to withdraw a “users� permission based on its sole opinion on material viewed as misleading, unfair, defamatory, infringing, libellous, disparaging, obscene or otherwise objectionable. You shall not, without our prior written consent, permit the material downloaded by you to be used, reproduced, published or distributed by anyone else. If you are a business user, you shall indemnify us against all losses, liabilities, damages, claims, costs and expenses which we may incur howsoever arising or resulting from any reproduction, publication, distribution or other use (whether authorised or unauthorised) of any brand material provided to you. Use of any brand material shall be entirely at your own risk. We give no warranty as to the accuracy, correctness, reliability, quality or originality of any material or anything depicted in any material. The rights granted to you under these Terms of Use shall terminate immediately upon your breach of any of these Terms of Use. We reserve the right to change these Terms of Use from time to time without prior notice by changing them on our site.
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See www.peoplesmomentum.com/brand for updates on the brand
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