Our Brand Guidelines V#1 02.2012
Contents Page 5
Our logo
Page 6
The no-go zone
Page 7
Keep it simple
Page 8
Logo variants
Page 9
Make it legible
Page 11
Typefaces
Page 15
The colour palette
Page 17
Our literature style
the key to successful communication
Only by carefully following these guidelines can we ensure that our communications are distinctive, instantly recognisable, consistent and memorable. Our brand identity consists of several integral elements: Our logotype Our typefaces Our literature style The way these elements are applied and their relationship to each other are critical in building the Broneirion brand.
our logotype Our logotype is the single most important element of our visual identity. It represents our name and what we stand for.
Our Brand Guidelines V#1 02.2012 Page 5
Our Logotype
Which file format? .ai & .eps Illustrator ai’s & eps are a vector file formats and as such are infinitely scaleable without loss of quality. These should be used wherever possible and should always be supplied to designers and printers.
.tif Tif is a pixel based file format so will suffer loss of quality if it is enlarged. It should be used at the size it is supplied or smaller. This file format is useful for PC users.
.jpg Jpeg is also pixel based but is designed to use on screen. Use on PCs for powerpoint presentations and websites etc. Jpeg should not be used for printed materials.
Our Brand Guidelines V#1 02.2012 Page 6
The no-go zone
The no-go zone An exclusion zone ensures a logotype stands out clearly wherever it is used. It is defined as the height of the typography element of the logotype (x) and represents a minimum area of exclusion, within which there should be no other typography or graphic element. However, wherever possible, additional space around the logotype will increase the legibility and impact of the mark.
Minimum size To ensure legibility of the typography and clarity of the mark, the logotype should never be reproduced at less than 18mm wide. This is an absolute minimum rather than a preferred size and should only be used when limited space dictates.
20mm
Our Brand Guidelines V#1 02.2012 Page 7
Keep it Simple
Poor use of the logotype, however slight, will reduce the overall impact of Brobeirion’s visual identity. Here we have shown some examples of how not to use the logotype. Only the master artworks provided should be used.
Some things to avoid: 1. Never change the colour of the mark or its icon 2. Never recreate the typography using alternate typefaces 3. Only use colours from the approved palette. 4. Never use a drop shadow with the logotype.
1.
2.
5.
6.
BR NEIRION BR BR NEIRION NEIRION
BR NEIRION
BR NEIRION
5. Never distort, extrude or display the logotype as a 3-dimensional object. 6. Never distort the size or proportion of the logotype elements. 7. Never place the logotype within a multi-coloured space.
BR NEIRION NEIRION BR
3.
BR 4.
7.
Our Brand Guidelines V#1 02.2012 Page 8
Brand variants
The Master Brand logotype should be used at all times where possible as it represents our name and what we stand for in it’s purest form. However, there will be times when it cannot be reproduced in it purest form. Monotone: Positive and Negative versions have been created for use when only one colour is available. ie: News Print or when colour is beyond your control.
Master Logo
Positive Mono
For Use in GirlGuiding Literature only
Negative Mono
Our Brand Guidelines V#1 02.2012 Page 9
Make it legible
Imagery When the logotype is placed over a photograph, the typography must be clearly legible. Changing the positioning of the image may be necessary.
Use the master brand on a white Use the master brand logotype on background for maxium impact & clarity. darker images, only where contrast is sufficient to support the brand
Placing the logotype over areas of high contrast or heavy pattern should always be avoided.
Use the negative mono logotype on darker images where contrast is not sufficient to support the brand
it’s a typeface, not a font Some basic guidelines • When using text over blocks of colour, ensure the background colour is of sufficient contrast for the text to be legible. • When using text over photographs, apply only to areas of solid colour and where the contrast is sufficient to ensure the text is legible. • Never set large blocks of text in italics or capitals. These should be used sparingly to create emphasis where appropriate. • In most cases, text should be left aligned. For large blocks of body copy, text should always be left aligned. However, common sense should be applied when placing small areas of text such headings or captions.
Our Brand Guidelines V#1 02.2012 Page 11
Logo Typeface
Our Logotype brand mark has been created, using Trajan Pro.
It should be used sparingly and only when literature is commissioned from a creative professional.
AaBbCc
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*() Bold Regular
Our Brand Guidelines V#1 02.2012 Page 12
Primary Typeface
VAG Rounded Std should be used when literature is
professionally created by a design agency.
AaBbCc ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*() Black Bold Light Thin
VAG Rounded Std • Only the light or thin weights should be used for larger headings. • The bold weight should be used for smaller headings or subheadings or for emphasis within body copy. • The black weight should only be used sparingly. • Body copy should be in thin or light weight.
Our Brand Guidelines V#1 02.2012 Page 13
The MasterTypeface Secondary Brand
the master brand
Trebuchet should be used when VAG is unavailable.
This will usually apply to internally produced communications. Commissions produced by design agencies should never use Trebuchet.
AaBbCc ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*() Bold Regular
Trebuchet only • Only the regular weight should be used for larger headings. • The bold weight should be used for smaller headings or subheadings or for emphasis within body copy. • Body copy should always be in regular weight.
colour The palette is an integral part of our visual identity. Consistency in the way it is reproduced is vital to the success of building our brand.
Our Brand Guidelines V#1 02.2012 Page 15
Our colour palette
Broneirion corporate colour
GirlGuiding at Broneirion corporate colours
Pantone速 327
Pantone速 2718
Pantone速 220
CMYK values : C 100 M0 Y44 K17 RGB values : R0 G136 B138 HTML values : 009999
CMYK values : C 70 M40 Y0 K0 RGB values : R51 G102 B255 HTML values : 3366FF
CMYK values : C 100 M20 Y0 K20 RGB values : R135 G0 B51 HTML values : 990033
This must be used as the primary colour in all corporate communications, with sparing if any use of the colours below.
When creating GirlGuiding Cymru communications, produced by Bronierion, PMS 220 & PMS 2718 should be used.
When creating GirlGuiding Cymru communications, produced by Bronierion, PMS 220 & PMS 2718 should be used.
To avoid confusion, the above corporate colour, Pantone 327 should never be used in GirlGuiding literature.
- Use CMYK values for printing when Pantone速 numbers cannot be specified. RGB values should be used for Screen based work (Web, TV and broadcast applications etc). Html is for website and new media use. - Matching colours across different media is not an exact science so a visual check should be always be made to ensure consistency.
CORPORATE EVENTS : CONFERENCES : TRAINING DAYS : TEAM BUILDING : MEETING ROOMS : WEDDING FAYRES
Our Brand Guidelines V#1 02.2012 Page 17
our literature style
We have developed two separate styles which have a common tone of voice for communicating to our corporate customers and for our girlguiding activities. Consistency in the way they are reproduced is vital to the success of building our brand. Be it a conference, meeting or corporate event, Bronierion is a unique venue, set in the heart of mid Wales.
The following pages show how our style can be applied in a way that is consitent and flexible. Please use these examples as a benchmark for your own designs.
“Location, location, location! You won’t find a more picturesque venue to hold your meeting” A N Other, Welsh Water
Broneirion Ltd. Llandinam, Powys SY17 5DE
Cilla Collins General Manager
Tel: 01686 688204 Fax: 01686 688244 Email: admin@broneirion.com Web: www.broneirion.com
www.bronierion.com
M: 07840 113253 E: cilla.collins@broneirion.com
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Our Brand Guidelines V#1 02.2012 Page 18
Our stationery
Sample Letterhead
Sample Compliments Slip
Sample Business Card
Communications that are seen by our customers and suppliers. Every item of communication seen externally represents who & what we are as an organisation and facility.
Broneirion Ltd. Llandinam, Powys SY17 5DE Tel/Ffon: 01686 688204 Fax/Ffacs: 01686 688244 admin@broneirion.com www.broneirion.com
A letterhead template has been created for your use and should always be used as a base for your letters. However, here are instructions for their creation from scratch.
Nick Jessop Assitant Manager M: 07958 392826 E: nick.jessop@broneirion.com
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Broneirion Ltd. Llandinam, Powys SY17 5DE Tel/Ffon: 01686 688204 Fax/Ffacs: 01686 688244 admin@broneirion.com www.broneirion.com
With compliments / Gyda chyfarchion Broneirion Limited Registered in England and Wales / Broneirion Cyfyngedig Cofrestredig yn Lloegr a Chymru Registration Number / Rhif Cofrestredig: 4260833 VAT Registration Number / Rhif TAW Cofrestredig: 790548206 Broneirion Limited is a Limited Company wholly owned by Girlguiding Cymru / Mae Broneirion Cyfyngedig yn Eiddo’n Gyfanbgwbl I Girlguiding Cymru
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Broneirion Limited Registered in England and Wales / Broneirion Cyfyngedig Cofrestredig yn Lloegr a Chymru Registration Number / Rhif Cofrestredig: 4260833 VAT Registration Number / Rhif TAW Cofrestredig: 790548206 Broneirion Limited is a Limited Company wholly owned by Girlguiding Cymru / Mae Broneirion Cyfyngedig yn Eiddo’n Gyfanbgwbl I Girlguiding Cymru
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Our Brand Guidelines
Our literature style
V#1 02.2012 Page 19
44mm from top
Broneirion Ltd. Llandinam, Powys SY17 5DE
Neil Asher Creative Director 21mm Black Sheep margin Bute Chambers 103 Bute Street Cardiff CF10 5AD
Name & Title: 12pt Trebuchet Bold AN Other
Company Nam e Street Name Address: 10pt Trebuchet City Postcode
20mm XX Month Year from foldline
99mm foldline
No-Go Zone
Dear Neil
Dear Neil
All body copy
should be
x
Tel/Ffon: 01686 688204 Fax/Ffacs: 01686 688244 admin@broneirion.com www.broneirion.com
Broneirion Ltd . Llandinam, Po wys SY 17 5DE Tel/Ffon: 01686 688204 Fax/Ffacs: 016 86 688244 admin@brone irion.com ww w.broneirion .com
Address Window
11pt, withwith line leline 21mm 21mm All body copy should setabin 12pt Trebuchet at set to 17pt (equivalent adinleading goodbe g at 17pt (e read quivalent to 1.5 ilit y, clarendon linlegible as e margin margin to 1.5 line spacing). ce sp nd ac er in pi g) This will ensure good readability. Clarendon ascender pica, ca . This will ensure , legible typop color sans serif hile case ear typ em space. En dash color efac e en punch ba bowl ge typophile case ear typeface punch baseline sans serif em space. En dash bowl cond sta lt ensed scen ve seline ne tian, black hum ript oblique nt anist str en proofultra okeen extended ultra gestalt venetian, black humanist strokehiextended script oblique hint em lecondensed tterpress typop hile. proof em letterpress typophile. Descen der co unter california job case clare display clarend ndon hyphen kerning pair pi on thicks displa ca y bitmap cap asterisk typ Descender counter job case clarendon hyphen pair pica cap asterisk m od capicalifornia ernkerning tal trajan desc ophile, ita lic em revival em dutch ender baselin aldine geralde e beziermodern typophile, display clarendon thicks display bitmap italic em revival em dutch display. Sa asce fa nder pica, le t italic ns tra ns itional typophi gible typophile le height, vern case ea aldine geralde fat italic trajan descender baseline display. Sans transitional r typefacebezier dash acular bowcapital en l gestalt ve pu nc h baseline colo netia black hu sans serif em manist typophile height, vernacular ascendern,pica, legible typophile case ear typeface ren proo stroke exte space. En f em letterpre nded ultra cond ss typophile. De en se d script oblique sc en de punch baselineam color sans serif em space. En dash bowl gestalt venetian, black humanist r counter califo persand kernin hint en rnia job case typ g pair pica vern ophile hyphen acul hint stroke extended ultra enlaproof em letterpress typophile. , disp base tra ns y baselin line condensed itional bezier displayscript oblique ar e thicks displa font. y bitm ap remix desc Descender counter california job case typophile hyphen transitional ampersand kerning ender pair pica vernacular font. Tuscan lo wer case face shift outline as terisk aldine pa geralde. Sans renthesis text transitional typ italic lapidary ophile xaldine he serif inscriptiona ight,parenthesis Tuscan lower typ case shift outline asterisk italic lapidary serif old st yle ascetext efacface e en dash punc l nder pica, legi h baseline colo blpica, e typ op r saxnsheight, hile case ear inscriptional geralde. Sans transitional typophile old style ascender legible humanist str serif em space. oke extended En dash bowl ultra condense gestalt venetia typophile case ear en. d script oblique vern n, black acultypeface ar. hint en proof em letterpress engl ish
Kind regardsKind regards
Lesley Mat thew
Cilla Collins Centre Manager 28mm margin from the bottom
s
Broneirion Lim ited Registration Num Registe red in England and Wales / Bronei ber / Rhif Cof res rion Cyf yng Broneirionin ig: 426083 Broneirion Limited Registered England / tred Broneirion Cyfyngedig Cofrestredig yn edi Lloegr ares Chymru Lim g Cof ited is aand 3 VAT Reg tredig yn Lloe gr LimWales ited istration Num y wholly ow ber / Rhi790548206 Registration Number / Rhif Cofrestredig: 4260833 Com VAT pan Registration Number Rhif TAW Cofrestredig: f TAW Cof res tred a Chymru ned by/ Girl guiBroneirion ding Cymru ig: 790548206 Broneirion Limited is a Limited Company wholly owned by Girlguiding Cymru / Mae Cyfyngedig Gyfanbgwbl I Girlguiding Cymru / Mae Broyn neiEiddo’n rion Cyf yngedi g yn Eiddo’n Gyf anbgwbl I Girl guiding
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Our Brand Guidelines V#1 02.2012 Page 20
Internal flyers etc.
A 1/3 A4 Leaflet Template has been produced to help you to create event, activity flyers internally, where you can change the image and text to suit the event particulars. 1/3 A4 sheet with corporate logo mast head
We can have a range of stock images here to different events occasions etc.
Banner for sub-head, strapline
Corporate colour block with editable white copy on the front
Be it a conference, meeting or corporate event, Bronierion is a unique venue, set in the heart of mid Wales.
“Location, location, location! You won’t find a more picturesque venue to hold your meeting” A N Other, Welsh Water
White space for website and logos etc.
www.bronierion.com
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Our Brand Guidelines
The Master Brand
V#1 02.2012 Page 21
the master brand Templates have been produced for you to create event, activity flyers & posters internally
Here you can see how the A4 corporate template can be produced in-house, providing flexibility whilst remaining consistent and true the house style adopted. A similar template has also been created fopr GirlGuiding activies at Broneirion.
A4 sheet with corporate logo mast head
Banner for subhead, strapline
5mm border as most injet printers don't print edge to edge
18pt Sub heading here with additional info
A4 Poster/Flyer template that can be created internally. Add your own content in this white box area. Photo’s text dates & contact info etc.
Blank area to fill with your content
White space for website, phone no.s and logos etc.
Find out more at
www.bronierion.com
Our Brand Guidelines V#1 02.2012 Page 22
Templates have been produced for you to create event, activity flyers & posters internally
The Master Brand Here you can see how an A5 cover template can be produced in-house, providing flexibility to change the hereo image to suit the content of the flyer whilst remaining consistent and true the house style adopted.
2 colour options, A5 flyer cover with corporate logo mast head Banner for subhead, strapline
2012 Training Programme OuTdOOr acTiviTy PrOgrame SPring 2012
5mm border as most injet printers don't print edge to edge
Spring 20
12: Activit
Image can be changed to suit your flyer content
Find out more at
www.girlguidingcymru.org.uk www.bronierion.com
Find out m
ore at
White space for website, phone no.s and logos etc.
www.girlg uidingcym ru.org.uk www.broni erion.com
y progrA
mme
Our Brand Guidelines
The Master Brand
V#1 02.2012 Page 23
the master brand Templates have been produced for you to create event, activity flyers & posters internally
Here you can see how the A4 corporate template can be produced in-house, providing flexibility whilst remaining consistent and true the house style adopted. A similar A3 template has also been created specifically for posters.
A4 sheet with corporate logo mast head
Banner for subhead, strapline
5mm border as most injet printers don't print edge to edge
Room FoR Sub heading heRe with additional inFo oR can be uSed FoR one laRgeR Sub head.
a4 Poster/Flyer template that can be created internally. add your own content in this white box area. Photo’s text dates & contact info etc.
Blank area to fill with your content
White space for website, phone no.s and logos etc.
Find out more at
www.girlguidingcymru.org.uk
www.bronierion.com
Broneirion Ltd. Llandinam, Powys SY17 5DE Tel/Ffon: 01686 688204 Fax/Ffacs: 01686 688244 admin@broneirion.com www.broneirion.com
We build brands 103 Bute Street Cardiff CF10 5AD www.blacksheep.info neil@blacksheep.info @BlackSheepWales