Saltire Prize Brand Guidelines by Lukasz Kulakowski

Unlocking a better future

BRAND TOOLKIT

SII25590_SaltirePrize_Dev_V5_070512.indd 1

24/09/2012 18:11

role of The saltire prize BRAND The Saltire Prize is Scotland’s marine energy challenge to the world. It offers to raise the profile of the Scottish marine energy sector globally and to keep the Scotland brand in front of the global industry. But the Saltire Prize Challenge is a long haul spanning the best part of a decade. To reap full reward from the Challenge it is important stakeholders and target audiences sustain interest between now and 2017, and have a depth of connection beyond the £10 million prize fund. As we enter the generation stage of the Challenge, there’s an unrivalled opportunity to shed light on the remarkable individuals, teams and thinking at the heart of the Challenge. The challenges they face and the ingenuity, collaboration and support that keeps them focused on their goal is our biggest asset for creating and sustaining interest in (and belief in the value of) the Challenge.

SII25590_SaltirePrize_Dev_V5_070512.indd 2

This document is a practical toolkit to help do this. It takes the ‘badge’ developed at launch and turns this into a more fleshed-out set of communication tools. This includes standard logos, colours and design guidelines. It also includes a bank of photography and key messages. These tools will help to ensure that all communications around the challenge (from presentations, to press releases) have a consistent confidence, quality, and strategic emphasis. This will never be the be-all-and-end-all of your communication, but it should give whatever you want to say the best possible chance of success. Unlocking a better future.

24/09/2012 18:11

Our identity

Our identity is more than just a logo - itâ&#x20AC;&#x2122;s the sum of a number of parts. Here are the core visual assets we use:

Logo

SII25590_SaltirePrize_Dev_V5_070512.indd 3

Unlocking a better future.

Aa Bb Cc

Tone of voice

Typeface

Colour

Imagery

24/09/2012 18:11

Primary Logo

This is our core logo. We use it on all our corporate applications. For example, stationery, signage and stakeholder communications.

SII25590_SaltirePrize_Dev_V5_070512.indd 4

24/09/2012 18:11

Primary Logo - usage

Weâ&#x20AC;&#x2122;ve created different colour variations for our logos to make sure our name and marque are always visible on all our materials.

UNLOCKING A BETTER FUTURE

On white backgrounds, use the full colour logo: Saltire prize_main_CMYK.eps

SII25590_SaltirePrize_Dev_V5_070512.indd 5

UNLOCKING A Unlocking a better future BETTER FUTURE

Unlocking a better future

On imagery and solid colour backgrounds, use the full colour reversed logo: Saltire prize_main_REV.eps

If you need to reproduce our logo on single-colour printed materials, use our black or white logo: Saltire prize_main_MONO.eps

24/09/2012 18:11

Challenge/Competitor/JUNIOR logos

These are the logos we use on our marketing materials.

Our Saltire Prize Challenge logo will only be used on communications specifically talking about the challenge itself.

SII25590_SaltirePrize_Dev_V5_070512.indd 6

This is the logo being given to the official applicants to use on their communications.

The Junior Saltire Prize was launched in 2011 and is specifically aimed to inspire the next generation of innovators and entrepreneurs in Scotlandâ&#x20AC;&#x2122;s schools.

24/09/2012 18:11

Primary logo - partnerships

When using our logo to support a partnership, position the logos in order of priority, depending on the relationship of the two brands.

When applying a partner to OUR communications, always place our logo first (either to the left, or above the partner logo.)

When applying our logo to PARTNER communications, always place our logo after (either to the right, or below the partner logo.)

UNLOCKING A BETTER FUTURE

SII25590_SaltirePrize_Dev_V5_070512.indd 7

24/09/2012 18:11

Our tone of voice

The Saltire Prize is Scotland’s energy challenge to the world in the commercial development of wave and tidal energy technology. And is the world’s largest prize for marine renewable innovation. What we have to say and the way in which we say it has to convey the importance of the challenge and show our commitment to unlocking a better future for generations to come. Our communications need to be engaging and should (where possible) draw upon the human stories behind the Saltire Prize Challenge. We should use language that has an element of warmth, is accessible and reflects the ambitious nature of the challenge.

Scotland’s energy challenge to the world. SII25590_SaltirePrize_Dev_V5_070512.indd 8

Scotland’s energy challenge to the world. The race is on. Breaking new ground. Pushing boundaries.

Unlocking a better future. (The Scottish Government’s commitments to renewable energy includes plans to generate the equivalent of 100% of Scotland’s own electricity consumption from renewable resources by 2020)

Turning theory into reality.

(The Scottish Government’s commitments to renewable energy includes plans to generate the equivalent of 100% of Scotland’s own electricity consumption from renewable resources by 2020)

Local influence. Global importance.

24/09/2012 18:11

PHOTOGRAPHY

The imagery we choose will influence the whole tone of our communications. It should always reflect the following values: - Warm, human and engaging. - Knowledgable, forward-thinking. - Vibrant, reflects place. - Reflects our ambition and commitment.

SII25590_SaltirePrize_Dev_V5_070512.indd 9

24/09/2012 18:11

PHOTOGRAPHY

Communicating stories Imagery used for case studies should feature people involved with the Saltire Prize, and should reflect the stories being told. This can be achieved by using combinations of the following images: - Showing close ups of individuals head and shoulders - Showing people in a relevant scenario or in the context of their work - Using close up/macro shots of associated textures or technological details SII25590_SaltirePrize_Dev_V5_070512.indd 10

24/09/2012 18:11

PHOTOGRAPHY

Sample images

Detail – technology

Sample image

SII25590_SaltirePrize_Dev_V5_070512.indd 11

24/09/2012 18:11

PHOTOGRAPHY

People - our knowledge base

SII25590_SaltirePrize_Dev_V5_070512.indd 12

24/09/2012 18:11

PHOTOGRAPHY

The power of waves

Natural landscape

SII25590_SaltirePrize_Dev_V5_070512.indd 13

24/09/2012 18:11

Our brand typeface

FS Joey

Light, Regular, Medium, Bold, & Heavy. Available from www.fontsmith.com

Headlines: FS Joey Bold Initial cap, lower case

Sub-headings: FS Joey Bold Initial cap, lower case Body copy: FS Joey Regular Initial cap, lower case

SII25590_SaltirePrize_Dev_V5_070512.indd 14

Unlocking a better future.

“ Fudicienis volup taque ped ent aut est qui ut hari occustrum re natqui ipsam quam simint voluptatur aut ende bitio aqu enis volup taque ped ent aut est qui ut hari occuscienis at.”

Scotland’s making waves in renewable energy. Fudicienis voluptaque ped ent aut est qui ut hari occustrum re natqui ipsam quam simint voluptatur autende bitio. Nobitati commoloribus illatio nseque et eum rem excesto eum rempor min nus, enderfero quam quiam est, sandus que nimpos porest voles ma velessum.

Quotes: FS Joey Regular Italic Initial cap, lower case

Hentus maion reptas nos non re, aut odis aut ad quatiatiis pro et ut discid estinumet fuga. Ut audanim porum autasto eum rempor min nus, endequo. Auptaque ped ent aut est qui ut hari occustrum re natqui ipsam quam simi

24/09/2012 18:12

Primary colours

Our primary colours are derrived from our logo.

PMS Cyan

PMS Yellow

c 100 r 0 m 0 g 159 y 0 b 218 k 0

c 0 r 249 m 0 g 227 y 100 b 0 k 0

PMS 2746

PMS 144

c 100 r 33 m 100 g 36 y 0 b 146 k 0

c 0 r 233 m 58 g 131 y 100 b 0 k 0

PMS 1797 c 2 m 98 y 85 k 7

SII25590_SaltirePrize_Dev_V5_070512.indd 15

r 196 g 38 b 46

24/09/2012 18:12

Secondary colours

These colours reflect the environment and its surroundings. They can be used to support the primary colour palette in communications that cover a number of topics or subject areas.

PMS 370

PMS 382

PMS 464

c 66 r 91 m 1 g 143 y 100 b 34 k 25

c 34 r 190 m 0 g 214 y 100 b 0 k 0

c 11 m 53 y 94 k 57

r 130 g 92 b 38

PMS 2622

PMS 7416

c 68 m 99 y 2 k 41

c 0 m 73 y 66 k 0

r 94 g 45 b 97

r 224 g 104 b 75

PMS Cyan

PMS 645

Reflex Blue

PMS Black 6

PMS 142

c 100 r 0 m 0 g 159 y 0 b 218 k 0

c 56 m 23 y 2 k 8

c 100 r 0 m 89 g 35 y 0 b 149 k 0

c 100 r 17 m 79 g 28 y 44 b 36 k 93

c 0 m 25 y 78 k 0

SII25590_SaltirePrize_Dev_V5_070512.indd 16

r 115 g 154 b 188

r 239 g 189 b 71

24/09/2012 18:12

Secondary colours - Gradients

Light is a powerful part of our imagery and provides us with something to utilise when imagery may not be available â&#x20AC;&#x201C; for example PowerPoint slides backgrounds and document section breaks.

PMS 7416

PMS 382

PMS 142

PMS Black 6

Reflex Blue

PMS 382

PMS Cyan

SII25590_SaltirePrize_Dev_V5_070512.indd 17

24/09/2012 18:12

Application - Stationery

Recipient Name Address line 1 Address line 2 Address line 3 Post Code 27th March 2012

Dear Sirs, Ref: Saltire Prize Ibus eliquiatint, ut que volorenda num rerio molorio mos qui consedi gnimint lamet ersperibus es idempor atquiae venduci sequis alistrum, aut earum erroratur aut ipicia voluptiis et, at lab il maiorro vitiber isinum susciuntum fugia estiam, expliatendit arunt as at. Omnieni hillicto quiam hilis plam, qui autemqui blati si cus sum iduci optatem. Nam ilis as por maximag naturit verrum, quatemporem que od maximen denianime volendit di doluptur? Quia doluptas atusdandiae eum volupit quodici totassum quaspit, estem ex exeribus et officipsam reperferum aut et volupta nonseru mquasit ationse sapit aut quatibus plab ius, omnis audi ommo disquib ustions erente conseque demporibus volorae. Borum eatio explaboriam quunde nonsecu ptatus que magnimustrum fuga. Ut molendundit odicit licillam, se net fugiaest, ipienis dolupta temquatumque plab is ad eumquas dolupta id mollesciet doluptas eosandem facerrum ulparuntem desseque cuptibu saniam lamusam as excepel impe omnihil lauditatetur maio eaquibus doloriatus, nos nusandi omnimagnis dolut officiet, corpost, niaerchil inus vent litisci llitatam harum qui ditasi conetur? Aximiliqui doloriatenis es nes adis elique velita sectemp orestem sit, si aut estis dias ma niatum eatquis dio is volorestias esecest emposti con ex et qui doloria speribu sdaerro repedio. Us. Edis veria velitatem volore noste nonsequam qui sus ex et eos nimus aut quatem aut et pellite mpore, sam non nis maximos enis que sedi volum cum rem esenisquas doluptae et unt. Kind Regards, Mr A. Smith. Director

Recipient Name Address line 1 Address line 2 Address line 3 Post Code

Building 55, 124 Road, Place EH1 123. Tel: +44 (0)1506 123456 Fax: +44 (0)1506 123456 Email: info@saltireprize.org www.saltireprize.org

SII25590_SaltirePrize_Dev_V5_070512.indd 18

24/09/2012 18:12

Brochures

Brochures should act as information points, so people can track progress of the prize. The look and feel is inspired by science and technology magazines to emphasise this. Progress and milestones Winter 2012

Unlocking a better future

Turning theory into reality

Progress and milestones Winter 2012

Breaking new ground How we’re making waves in renewable technologies

We’re changing the world of renewables

Pushing boundaries Scotland’s changing the world of renewables

www.saltireprize.org

SII25590_SaltirePrize_Dev_V5_070512.indd 19

Pushing boundaries Scotland’s changing the world of renewables

Turning theory into reality Changing the world of renewables

www.saltireprize.org

24/09/2012 18:12

Brochures

Saltire Prize | Winter 2012

12 / 13

Lorem ipsum delore imput pasat Daeprovidem quisquis eos magnation peditatem arum repe nimusciet ipsandi denis et venihit re enditiscid modiassus debitistiume prorerum voluptat laborisi ipit ommoue es aspersp elent. Mentotae. Et omnieni hiliquia adita dia qui desenienda sitaeprepe prenim sed mod quae volorem faccus, aut ad untempore nimus esci nis natem aut alita pori dellore premquatusda dolentur sam volut dis et quiduntiunti tem dipidus. Occabor eheniat endio. Issus mil invenet aliquodit odisquassus comni qui tem con est perum ehit re enditiscid modiassus debitistiume prorerum voluptat laborisi ipit ommoue es aspersp elent. Mentotae. Et omnieni hiliquia adita dia qui desenienda sitaeprepe prenim sed mod quae volorem faccus, aut ad untempore nimus esci nis natem aut alita pori dellore premquatusda dolentur sam volut dis et quidxpe velibearum

Progress and milestones

Local influence. Global importance. Daeprovidem quisquis eos magnation ditatem arum repe nimusciet ipsandi denis et venihit re enditiscid modiassus debitistiume prorerum voluptat laborisi ipit ommoue es aspersp elent. Mentotae. Et omnieni hiliquia adita dia qui desenienda sitaeprepe prenim sed mod quae volorem faccus, aut ad untempore nimus esci nis nate.

“ Quotes bring life to facts” – Alex Salmond Caption title m quisquis eos magnation peditatem arum repe nimusciet ipsandi denis et venihit re

How we’re shaping up: Additional Mincium reperest volorempore pratem ea quatur, consequi beaquate id que consecae verum.

+3% Additio incium repere empore

SII25590_SaltirePrize_Dev_V5_070512.indd 20

+7% Additio incium repere empore

Lorem ipsum delore imput pasat Daeprovidem quisquis eos magnation peditatem arum repe nimusciet ipsandi denis et venihit re enditiscid modiassus debitistiume prorerum voluptat laborisi ipit ommoue es aspersp elent. Mentotae. Et omnieni hiliquia adita dia qui desenienda sitaeprepe prenim sed mod quae volorem faccus, aut ad untempore nimus esci nis natem aut alita pori dellore premquatusda dolentur sam volut dis et quiduntiunti tem dipidus. Occabor eheniat endio. Issus mil invenet aliquodit odisquassus comni qui tem con est perum expe velibearum vide volorerio. Nam velitatur? Pit omnimusam veliquaitaeprepe prenim sed mod quae volorem faccus, aut ad untempore nimus esci nis natem aut alita pori dellore premquatusda dolentur sam volut dis et quiduntim eriae quia quibusc

Caption title m quisquis eos magnation peditatem arum repe nimusciet ipsandi denis et venihit re

Wave power update

24/09/2012 18:12

Brochures

Saltire Prize | Winter 2012

12 / 13

Turning theory into reality Pelamis Wave Power — Edinburgh

Wave power update

“ Quotes bring life to facts” – Alex Salmond

Pelamis Wave Power — Edinburgh Lorem ipsum delore imput pasat Daeprovidem quisquis eos magnation peditatem arum repe nimusciet ipsandi denis et venihit re enditiscid modiassus debitistiume prorerum voluptat laborisi ipit ommoue es aspersp elent. Mentotae. Et omnieni hiliquia adita dia qui desenienda sitaeprepe prenim sed mod quae volorem faccus, aut ad untempore nimus esci nis natem aut alita pori dellore premquatusda dolentur sam volut dis et quiduntiunti tem dipidu.

SII25590_SaltirePrize_Dev_V5_070512.indd 21

Image: Additio incium repere empore lorem ipsum delores ipso.

24/09/2012 18:12

Case studies

Case study: Alan Henry, Senior Research Engineer

Case study: Lisa Mackenzie, Marketing Officer

Aquamarine Power

European Marine Energy Centre

Alan spent his childhood sailing and surfing in the sea. After experiencing the waves’ power close up he was inspired to pursue a career using it to create energy. He’s enjoying working in the industry, even though using the waves to create energy is proving a lot more difficult than to surf.

Growing up in Orkney, Lisa spent her childhood next to the sea and is now working at the centre of an exciting new industry looking to harness the ocean’s power in her role as Marketing Officer for the European Marine Energy Centre.

“There is more going on here than anywhere else in the world.”

“There is never a dull moment at Aquamarine Power. Even the stressful times are exciting.” “The challenges facing Aquamarine Power are many and I love that we are constantly trying to do things that have never been done before and developing new tools and techniques along the way. There is never a dull moment at Aquamarine Power. Even the stressful times are exciting.” Compared to other renewables, marine energy gives greater power density, but harnessing this power is difficult. Alan admits going out into such a harsh environment to capture nature’s resources is challenging , but he thinks this makes it all the more rewarding. After all giving the world energy security is “one of the biggest issues we face.”

“This is what humanity needs, now man up and go do it!”

SII25590_SaltirePrize_Dev_V5_070512.indd 22

One big challenge Alan and the Aquamarine Power team have already conquered is converting energy from ‘flap-type wave energy converters,’ which are huge mechanical structures placed underwater near the shore. There were many experts who said it was too simple to work, but Aquamarine Power are now succesfully developing the concept into commercially viable wave energy converters.

Alan works within the hydrodynamic aspects of Aquamarine Power. It’s a complex role but, put simply, he helps reduce the cost of powering the Oyster wave energy converter. He does this through developing an understanding of the interaction between the device and the waves. Ultimately it's about trying to 'reduce the loads and increase the power capture.' With Scotland leading the way in marine and offshore renewables, Alan believes the country needs to continue working hard to stay on top and believes the Saltire Prize helps do this. He said: “Scotland has a chance to make a name for itself internationally as an innovative nation with environmental responsibility and this will attract positive attention in terms of investment and tourism. The Saltire Prize offers the inspiration to get a collective thinking together with a focus on solving the bigger issue. ‘This is what humanity needs, now man up and go do it!’”

“I’ve grown up witnessing and experiencing the energy in the seas around Orkney: it seems only logical to try to harness it. And now it is very exciting to witness the efforts to do just that, on my doorstep. This is where the marine renewable industry is happening – there is more going on here than anywhere else in the world.” In fact, from Lisa’s office window she can see first hand the effects of marine renewables on the islands. Out to sea she can often spot a Pelamis P2 wave energy converter being towed through the Hoy Sound to and from the EMEC wave test site at Billia Croo. Her role as Marketing Officer covers all aspects of EMEC’s marketing and PR activity, ensuring marine renewables remain prominent in people’s minds. This ranges from website development to liaising with the media to hosting visitors. She said: “Every day is different and there is never a dull moment. This industry is advancing at such a rapid pace, and being at the helm of an evolving industry is a very exciting, if often overwhelming feeling. You get the feeling that you’re involved in the start of something special.”

Despite its small population, Orkney’s helping to make big strides in energy and the industry’s already having a profound effect on the small community. Where traditionally young graduates looked south for employment, the sector’s attracting

“You get the feeling that you’re involved in the start of something special.” young people to move to the islands providing locals, like Lisa, appealing job opportunities. So it’s not only helping to develop a sustainable energy resource for future generations, it’s creating sustainable economic benefits for peripheral communities. People have been building on land for thousands of years, but it’s only relatively recently that heavy engineering in the oceans has begun. Even then working in high tidal velocities and harsh waves has generally been avoided. Lisa admits installing a machine which will survive in the unrelenting powers of the sea ‘is not for the faint-hearted’.

“The magnitude of what is being attempted, and of what has already been achieved, is really impressive. You can only appreciate the sheer scale of the devices when you see them up close, but it’s when you see them eclipsed by the size of the ocean when they are put to test in real sea conditions that you realise the enormity of the task.” More is happening in the development of marine renewable technologies in Scotland than anywhere else in the world. And other countries are seeing the benefits that are being gained from this. But Lisa hopes Scotland will continue to be top of the pile because ‘if Scotland doesn’t make this work, somewhere else will.’ She thinks the Saltire Prize Challenge will help Scotland attract developers and investment from around the world to ensure that the country continues to thrive within the marine renewable energy revolution. “The Saltire Prize Challenge shows true commitment from the Government to make this work, and crucially, make it work in Scotland. There is still a long way to go but hopefully the Saltire Prize will accelerate that process.”

24/09/2012 18:12

USB Stick

UNLOCKING A BETTER FUTURE

Unlocking a better future

Turning theory into reality

Scotland is a recognised world leader in the research and development of marine renewable energy technologies and is the place to invest in green energy development and deployment. The £10 million Saltire Prize Challenge is Scotland’s energy challenge to the world. It was created to accelerate the commercial development of wave and tidal energy technology. The Saltire Prize Challenge is the world’s largest prize for marine energy innovation and is very ambitious. The prize winner will be the team that achieves the greatest volume of electrical output over the set minimum target of 100GWh over a continuous two year period using only the power of the sea. The Saltire Prize is overseen by the Challenge Committee, a group of international academics, environmentalists and entrepreneurs and managed by the Scottish Government.

Photo courtesy of EMEC

See what’s happening

SII25590_SaltirePrize_Dev_V5_070512.indd 23

The Saltire Prize is open to any individual, team or organisation from across the world who believes they have wave or tidal technology capable of fulfilling, or supporting, the challenge. If you would like to hear more about becoming involved in the Saltire Prize Challenge just load up the memory stick or click on www.saltireprize.com

24/09/2012 18:12

Using INFOGRAPHICS

Infographics can be used to illustrate information in a way that engages with readers.

Scotland’s energy challenge to the world Scotland is a recognised world leader in the research and development of marine renewable energy technologies and is the place to invest in green energy development and deployment. The £10 million Saltire Prize Challenge is Scotland’s energy challenge to the world. It was created to accelerate the commercial development of wave and tidal energy technology.

The Saltire Prize Challenge is the world’s largest prize for marine energy innovation and is ambitious. The prize winner will be the team that achieves the greatest volume of electrical output over the set minimum target of 100GWh over a continuous two year period using only the power of the sea. The Saltire Prize is overseen by the Challenge Committee, a group of international academics, environmentalists and entrepreneurs and managed by the Scottish Government. The Saltire Prize is open to any individual, team or organisation from across the world who believes they have wave or tidal technology capable of fulfilling, or supporting, the challenge.

www.saltireprize.com Scotland’s total practical wave and tidal stream resource is estimated at 33 gigawatts.

www.saltireprize.com

The Scottish Government aims for Scotland to generate the equivalent of 100% of its own electricity demand from renewable resources by 2020.

www.saltireprize.com

SII25590_SaltirePrize_Dev_V5_070512.indd 24

24/09/2012 18:12

Digital applicationS

SII25590_SaltirePrize_Dev_V5_070512.indd 25

24/09/2012 18:12

Powerpoint presentations

Presentation Title

27th March 2012

Sustainable energy

Pelamis Wave Power â&#x20AC;&#x201C; Edinburgh

12pt

Breaking new ground

32pt Headlines Arial Bold

Sam nonsequis elles debisciur minume nis aut qui dolest ento tem fugitae non pelicit qui rem susam exces eos ut ligentur aut eatur reicia doloribus quati omnis eostrum

SII25590_SaltirePrize_Dev_V5_070512.indd 26

18pt 18pt

Section page detail - Arial Bold

Sub-headings - Arial Bold Body copy - Arial Regular

24/09/2012 18:12

PULL UP STANDS

Aquamarine Power’s Oyster wave power technology captures energy in nearshore waves and converts it into clean sustainable electricity. Essentially Oyster is a wave-powered pump which pushes high pressure water to drive an onshore hydroelectric turbine. The company is working on wave energy projects on Orkney and Lewis. www.aquamarinepower.com www.saltireprize.com

The Project The MeyGen project is the largest tidal energy development in Europe to seek “consent to build” from a government. The project is located in the Inner Sound in the Pentland Firth off the northern coast of Caithness, which is home to one of Europe’s largest tidal stream resources. MeyGen plans to build the project in two phases. The first phase will ultimately aim to produce 86MW. As part of the first phase it is hoped that MeyGen will start construction of an initial array of approximately 6 tidal energy turbines in 2014. The Company MeyGen Limited (“MeyGen”) is a Scottish registered company established in 2010 for the purpose of developing the MeyGen project. MeyGen was awarded an Agreement for Lease by The Crown Estate in October 2010. MeyGen’s in-house development team of 9 people has a broad range of expertise and extensive experience in offshore energy project development. The Company is backed by its shareholders, Morgan Stanley, International Power GDF Suez and Atlantis Resources Corporation, which complement the in-house team’s technical strength with strong financial backing, power project experience and synergistic turbine technology relationships. www.meygen.com www.saltireprize.com

SII25590_SaltirePrize_Dev_V5_070512.indd 27

24/09/2012 18:12