Corporate Identity guidelines for
Nottingham City Council
PLEASE NOTE: All marketing materials, whether recurring or new, MUST be signed off by a Communications and Marketing colleague prior to production. Click here to go to the contents page
Refreshed January 2013
contents Quality marks
Introduction
24
Exhibition
44
The purpose of the guidelines
01
Partnership logos
25
Recruitment advertising
45
Why have a Corporate Identity
01
Income generating services
26
Digital media
46
Guardians of the Corporate Identity
02
Colours
Work wear
48
Guideline definitions
03
Corporate and service group colours
27
Vehicles
49
Campaign colour palette
28
Signage
51
Civic work
54
Stationery
55
Logo The Logo
05
The Identifiers
Space and size
08
Typography
29
Do’s and don’ts
09
Headers
32
Templates
Arrows
34
Templates
56
Lion
Corners
35
Mono stationery
57
The ‘Lion’ mission identifier device
10
Borders
36
PowerPoint presentations
58
Space and size
13
Optimum logo sizes
37
Poster Templates
59
14
Identifiers summary
38 Images
60
Contacts
61
Do’s and don’ts
Making Council services more accessible
Strapline The ‘mission strapline’ campaign device
15
Equality and diversity – key things to
Space and size
19
consider
Do’s and don’ts
20
Access to Information - Alternative Formats & Languages
40 Examples 41
Other logos and their use Secondary logos
21
Design and print
Sub-brands/secondary logos
22
Service leaflets
42
Campaign logos
23
City dressing advertising
43
Corporate literature
62
Project literature
63
Marketing & Communications campaigns
64
Navigation To navigate around this guide place the curser over a section or page number in the contents (or on any ‘click here’ throughout the document) and click once to jump to that item.
introduction 1. The purpose of the guidelines
2. Why have a Corporate Identity
The purpose of the guidelines is to provide the building blocks which designers can use to create consistent yet creative materials for Nottingham City Council.
A clear Corporate Identity helps the public understand what we as a local authority do for them. The public and other organisations need a clear understanding of the areas we operate in.
It is not a manual to specify exactly how to lay out every conceivable piece of material. Using the guidelines will provide a backbone of consistency throughout all materials whilst giving creative freedom to the designer to provide the best solution to a specific brief.
Consistent use of our logo and other identifying devices is therefore crucial: •
To make people aware of the wide range of services we provide
•
To maintain a credible corporate reputation
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01
Introduction 3. Guardians of the Corporate Identity No publication or piece of communication destined for the general public should be produced without the involvement of Communications and Marketing at the appropriate stage. The Head of Communications & Marketing is responsible for implementing and monitoring the use of the Corporate Identity and works with colleagues across the Council to guide them through the process of producing all kinds of internal and external marketing and communications. This material includes campaign concepts, graphic design, print and onward distribution options. PLEASE NOTE: All marketing materials, whether recurring or new, MUST be signed off by a Communications & Marketing colleague prior to production.
When producing Council communications you should be asking the following questions • • • •
Do I have the latest Corporate Identity guidelines? Am I using the Council’s new improved logo and other devices? Am I applying the branding correctly? Do I have approval to go ahead?
If your answer is ‘no’ to any of these questions, don’t worry, help is at hand. For further information, guidance, approval, logos or details of the Council’s preferred suppliers, simply contact the Communcations & Marketing team. Contact details of all marketing & communications business parties can be found in the ‘contacts’ section on page 65.
If you are an external agency or partner please contact: Amanda Thorley Commercial Development Manager Communications & Marketing Loxley House Station Street Nottingham NG2 3NG Tel: 0115 876 3366 Email: amanda.thorley@nottinghamcity.gov.uk OR
Ruby Bhattal Head of Communications & Marketing Communications & Marketing Loxley House Station Street Nottingham NG2 3NG Tel: 0115 876 3340 Email: ruby.bhattal@nottinghamcity.gov.uk
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introduction 4. Guideline definitions
full colour communications.
The following are definitions of the various terms, abbreviations or acronyms found within these guidelines.
RGB breakdown R = Red, G = Green, B = Blue
Corporate Identity An umbrella term not only for the Council’s logo but for how any branded item looks and feels. Branding A look and feel created by consistent application of the logo, strapline, identities and design.
The above three colours breakdown is used when specifying colour for electronic communications such as a website. An RGB colour is shown using a range between 0 and 255. Mono Single colour Clear space The exclusion zone around the logo.
Pantone © Corporate band name for a universal colour specification. Pantone © is a registered trademark of Pantone, Inc.
Leading The amount of space between two or more lines of text.
CMYK breakdown C = Cyan, M = Magenta, Y = Yellow, K = Black.
Font A set of type of one particular style and size.
A four colour breakdown of a specified Pantone© colour will be shown in percentages from 0% to 100%. This is when a colour has to be reproduced when printing
Body copy A term for the main typeset block of information found on a page. This is typically found under a heading.
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designers external
All artwork and design & print projects should be commissioned by Amanda Thorley, Commercial Development Manager for NCC on approval of initial costs or a member of the Design and Print Team. Amanda Thorley Commercial Development Manager Ext. 63366 amanda.thorley@nottinghamcity.gov.uk Elaine Draper Graphic Designer Ext. 63369 elaine.draper@nottinghamcity.gov.uk Sharon Mason Design and Print Procurement Assisant Ext. 63371 sharon.mason@nottinghamcity.gov.uk Philip Tracey Design and Print Procurement Assistant Ext. 63370 phillip.tracey@nottinghamcity.gov.uk You should receive a full brief and job sheet initially, and on approval of final costs a purchase order number.
& printers If you are commissioned by another member of Nottingham City Council staff, please inform Amanda. On approval of final proofs on ALL projects, please supply complete packaged/collated files with details of any images and fonts we will be required to purchase additional licences on. Any work commissioned will ultimately become the property of Nottingham City Council. This will include the copyright for all creative concepts, branding, logos and illustrations. You will assign copyright directly to Nottingham City Council who may at some stage amend or evolve the project further.
Protecting our intellectual property & visual brand identity The Nottingham City Council logo, together with its library of photographic images and many of its products and services, are part of the Nottingham City Council’s intellectual property. You should never agree to any external company or organisation using our name, logo or intellectual property without checking with the corporate communications & marketing team first and have the express permission of the head of communications & marketing. Giving away our intellectual property can cost the Nottingham City Council money and could jeopardise our reputation. The Nottingham City Council logo must not be recreated, altered or amended and is only to be used as specified within these corporate guidelines. Use only templates which have been supplied and approved by the head of communications & marketing.
04
logo The Nottingham City Council logo is the main brand identifier for Nottingham City Council. Shown here is the logo in its two colours. A ‘logo licence’ is available for external companies to complete and return before permission is granted for them to use the logo. For a copy of the logo licence agreement please contact the Communications & Marketing team.
The logo in two colour: Pantone Cool Grey 11 Pantone 382C
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logo Shown here is how the logo works reversed out of the green and the grey and also in mono variants.
In Pantone Cool Grey 11
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Out of Pantone Cool Grey 11
Out of Pantone 382C
In mono reversed
In mono
06
logo There will be instances when you need the logo to come off backgrounds other than white, green or grey.
Logo as used out of a Pantone Cool Grey 11 background
Logo as used out of a Pantone 382C background
The same logo is used on dark backgrounds
The same logo is used on light backgrounds
When the logo is used on a dark background, the two colour version of the logo (Fig.1) is to be used. When the logo is used on light backgrounds, the grey version of the logo (Fig.2) should be used. As a rule make sure that the crest stands out from whatever the background colour is. When applying the logo to a photographic background, please use one of the mono versions of the logo.
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space&size Clear space This is to ensure that the Nottingham City Council logo has ‘room to breathe’ and remain clearly visible. It must be surrounded by a sufficient amount of space to exclude it from other graphic elements, such as type, or the edge of a page. Clear space is calculated on the height of one of the logotype boxes which is shown as ‘x’ and set around the perimeter of the logo. Minimum size The logo should never be used on any material at a size less than 22mm in length. Optimum logo sizes As a guide to aid consistency the logo should be used at the following sizes on these literature formats, portrait and landscape. A3 56.6mm A4 A5 28.3mm A6 DL 26.7mm 210 x 210mm square
40mm 22mm 40mm
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don’ts do’s and
Do •
Always use original artwork files
•
Use the correct size for the document you are creating
Don’t Never try to redraw or recreate the logo. Never use the crest or text panels seperately. Never alter the relationship between the crest and typographic elements that make up the logo. All occurrences of the logo must retain the correct proportions and colourways at all times. The logo should never be stretched, squashed, skewed, rotated or altered in any way. See examples shown here.
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lion The ‘lion with text’ device is our mission identifier which will appear on most materials to support the Nottingham City Council logo. Shown here is the ‘lion with text’ in its three colours. The ‘lion with text’ can face either right or left depending on its position on the page but if placed on the outer edges of any material must always face inwards. Because the ‘lion’ itself is an image with light and dark tones it must always be black. The ‘lion’ is a cut out eps image so even when it appears off a dark colour it should still be black.
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lion Shown here is how the ‘lion with text’ works reversed out of the grey and the green and also in mono variants. Please note that Pantone Cool Grey 11 text is only used in the example ‘Out of Pantone 382C’ to aid legibility. Note that the ‘lion’ is always black no matter what the background colour is. When producing the ‘lion with text’ off white in mono, the ‘lion’ is black and the text is an 80% tint of black to represent Pantone Cool Grey 11.
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lion There will be instances when you need the ‘lion with text’ to come off backgrounds other than white, green or grey. For these instances use one of the mono versions of the ‘lion with text’.
The mono reverse ‘lion with text’ as used out of Pantone Cool Grey 11
The mono ‘lion with text’ as used out of Pantone 382C
The same ‘lion with text’ is used on dark backgrounds
The same ‘lion with text’ is used on light backgrounds
Here are examples of the ‘lion with text’ in mono appearing off light and dark colours. As a rule make sure that the logotype stands out from whatever the background colour is. When applying the ‘lion with text’ to a photographic background, please use one of the mono versions of the ‘lion with text’. When producing the ‘lion with text’ off light backgrounds in mono, the ‘lion’ is black and the text is an 80% tint of black to represent Pantone Cool Grey 11.
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space&size Clear space This is to ensure that the ‘lion with text’ device has ‘room to breathe’ and remains clearly visible. It must be surrounded by a sufficient amount of space to exclude it from other graphic elements, such as type, or the edge of a page. Clear space is calculated on the height of the letter ‘N’ which is shown as ‘x’ and set around the perimeter of the ‘lion with text’ device. Spacing The space between the ‘lion’ and the ‘mission strapline’ is calculated on the height of the capital letter which is shown as ‘y’. Minimum size The ‘lion with text’ should never be used on any material at a size less than 22mm wide. When the ‘lion with text’ is reproduced less than 25mm wide all text should be in either Pantone Cool Grey 11 or mono (80% black).
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don’ts do’s and
Do •
Always use original artwork files
•
Always line the ‘mission strapline’ up with the plynth that the ‘lion’ is sitting on, see box 1. Don’t
x
x
x
x
x
x
x
Never try to redraw or recreate the ‘lion with text’ Never alter the relationship between the ‘lion’ and mission strapline that make up the logo as a whole. All occurrences of the ‘lion’ logo must retain the correct proportions and colourways at all times. The ‘lion’ logo should never be stretched, squashed, skewed, rotated or altered in any way. See examples shown here. When to use the Lion •
Use on the front of documents when there are no competing logos
•
Use on the back of documents when there are competing logos on the front
•
There is a requirement to have a minimum of four identities on all documents, if there are more than four, the lion logo does not have to be used
x
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strapline our mission
Refreshed January 2013 The ‘mission strapline’ device is to be used when the ‘lion with text’ device cannot be used. There are two versions of the ‘mission strapline,’ the stacked version and the landscape version. It is only to be used for example on signage or merchandise where the ‘lion with text’ would be difficult, because of its depth, to reproduce. Shown here are both versions of the ‘mission strapline’ shown in two colours.
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strapline our mission
Shown here is how the stacked ‘mission strapline’ works reversed out of the green and the grey and also in mono variants. Please note that Pantone Cool Grey 11 text is only used in the example ‘Out of Pantone 382C’ to aid legibility. When producing the ‘mission strapline’ off white in mono, the text is an 80% tint of black to represent Pantone Cool Grey 11.
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strapline our mission
Shown here is how the landscape ‘mission strapline’ works reversed out of the green and the grey and also in mono variants. Please note that Pantone Cool Grey 11 text is only used in the example ‘Out of Pantone 382C’ to aid legibility. When producing the ‘mission strapline’ off white in mono, the text is an 80% tint of black to represent Pantone Cool Grey 11.
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strapline our mission
There will be instances when you need either ‘mission strapline’ to come off backgrounds other than white, green or grey. For these instances use one of the mono versions of the ‘mission strapline’. Here are examples of the stacked and landscape ‘mission strapline’ in mono appearing off light and dark colours. As a rule make sure that the ‘mission strapline’ stands out from whatever the background colour is. When applying the ‘mission strapline’ to a photographic background, please use one of the mono versions of the ‘mission strapline’. When producing the ‘mission strapline’ off light backgrounds in mono, the ‘mission strapline’ is an 80% tint of black to represent Pantone Cool Grey 11.
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space&size Clear space This is to ensure that both ‘mission strapline’ devices have room to breathe and remain clearly visible. They must be surrounded by a sufficient amount of space to exclude it from other graphic elements, such as type, or the edge of a page. Stacked ‘mission strapline’ Clear space is calculated on the height of the ‘N’ which is shown as ‘x’ and set around the perimeter of the ‘mission strapline’ device. Landscape ‘mission strapline’ Clear space is calculated on the height of the ‘mission strapline’ which is shown as ‘x’ and set around the perimeter of the ‘mission strapline’ device. Minimum size Stacked ‘mission strapline’Minimum size is 22mm wide. When the ‘mission strapline’ is reproduced less than 25mm in width all text should be in either Pantone Cool Grey 11 or mono (80% black). Landscape ‘mission strapline’Minimum size is 25mm wide. When the ‘mission strapline’ is reproduced less than 30mm in length, all text should be in either Pantone Cool Grey 11 or mono (80% black). Click here to return to the contents page
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don’ts do’s and
Do •
Always use original artwork files
Don’t
A safe, clean, ambitious Nottingham A safe, clean, ambitious Nottingham
x
A city we’re all proud of
Never try to redraw or recreate the ‘mission strapline’
x
A city we’re all proud of
Never alter the relationship between the lines of text that make up the logo strapline as a whole. All occurrences of the logo strapline must retain the correct proportions and colourways at all times. The logo strapline should never be stretched, squashed, skewed, rotated or altered in any way. See examples shown here.
x
x
x
A safe, clean, ambitious Nottingham A city we’re all proud of
x
These rules apply for both the stacked and landscape versions of the logo strapline.
x
x
A city we’re all proud of A safe, clean, ambitious Nottingham
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other logos Sub-brands and new logos There will be occasions when there may be a need for a sub-brand or secondary logo in addition to using the Nottingham City Council Corporate logo and brand. The reasons may be where the service has a commercial element to it or when working in partnership. Services which currently generate an income into the council or have the potential to and will be doing may require a sub-brand and logo to help strengthen recognition in a specific marketplace. Where this may be the case whether current initiatives or new, through guided flexibility, exemptions will only be given to develop and apply subbrands and new logos following an assessment of a business case and ultimately with agreement from the Corporate Leadership Team. The Council Brand Guidelines also take into account the need for visibility in partnership activity and again we can support you with achieving the right outcome that will work for everyone.
KEEP NOTTINGHAM WORKING
Nottingham City Council
Propertyplus
Nottingham Business Centres
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other logos Co-branding and partnership logos Use of the Council Brand by those with whom we work in partnership and among those who provide services on our behalf is also important to help citizens understand we are providing the service the are using and so strengthens our reputation. Nottingham City Council is involved in a number of partnerships for which the logo has been developed. There will be times when a partnership logo is used on its own but more than often the Nottingham City Council will be used with the logos of a partner/s. In this situation the mission strapline identifier should not be used. Everyone who promotes our services on our behalf, whether Council colleagues, partners or services, which may be commissioned must adopt and adhere to the brand identity guidelines.
Nottingham City
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colours The colours used in the Nottingham City Council identity originally represented different directorates within the Council. However, in the move to present ourselves as ʻone Councilʼ there is a shift to use the main corporate colours wherever possible. The main corporate colours are:
Corporate Colours Pantone 382 Coated Pantone 389 Uncoated C30 M0 Y100 K0 R169 G194 B21 HTML #99CC00
Service Colours 123
C71 M43 Y23 K63 R57 G74 B88 HTML #394A58
158
C0 M60 Y94 K0 R246 G96 B0 HTML #FF6600
7546
C71 M43 Y23 K63 R57 G74 B88 HTML #394A58
485
C0 M96 Y100 K0 R213 G43 B30 HTML #D52B1E
151
C0 M64 Y100 K0 R255 G121 B0 HTML #FF7900
2607
C87 M100 Y0 K9 R26 G19 B88 HTML #000066
227
C7 M100 Y7 K21 R169 G0 B97 HTML #A90061
521
C36 M55 Y0 K0 R171 G138 B184 HTML #AB8AB8
5435
C31 M8 Y6 K11 R166 G188 B198 HTML #A6BCC6
2708
C34 M9 Y0 K0 R90 G174 B221 HTML #66CCFF
326
C94 M0 Y43 K0 R0 G136 B135 HTML #009999
299
C87 M19 Y0 K0 R0 G117 B188 HTML #0066CC
330
C100 M0 Y47 K60 R0 G57 B58 HTML #003333
5463
C100 M0 Y24 K79 R0 G37 B45 HTML #003333
315
C100 M0 Y15 K47 R0 G73 B95 HTML #003366
2761
C83 M60 Y0 K0 R6 G71 B137 HTML #003366
550
C43 M0 Y0 K24 R50 G132 B161 HTML #3399CC
291
C47 M12 Y0 K0 R36 G155 B211 HTML #3399CC
231
C3 M60 Y0 K0 R243 G117 B198 HTML #F375C6
102
C0 M0 Y100 K0 R255 G241 B0 HTML #FFFF00
Pantone Cool Grey 11 C0 M0 Y0 K80 R61 G57 B56 HTML #333333
Corporate grey and green colours should be used by the Chief Executive’s Group
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typography We are using the same typefaces as Nottinghamshire Police and the NET brand for the Nottingham City Council identity. This creates a good, consistent visual link between the identities without one infringing upon the other. These fonts must be used on all associated materials for Nottingham City Council, including the many different campaigns that are run. Please note Arial font is acceptable to use in all cases if the other two fonts are not available. Font Size Clear print documents should use a minimum of 12pt font size with a recommendation of 14pt - 16pt to reach more people with visual imparements. For further information refer to the section ‘Access to Information’.
Akzidenz Grotesk Akzidenz Grotesk Bold or Black are used as headline typefaces, for cover titles, page titles and headings, and on posters and banners. Use the font only in these weights shown and don’t use italics.
Helvetica Neue Helvetica Neue is used for general text or bodycopy. Use the font only in these weights shown.
Akzidenz Grotesk Bold abcdefghijklmnopqrstuvwxyz 1234567890!?&@
Helvetica Neue Roman abcdefghijklmnopqrstuvwxyz 1234567890!?&@
Akzidenz Grotesk Black abcdefghijklmnopqrstuvwxyz 1234567890!?&@
Helvetica Neue Italic abcdefghijklmnopqrstuvwxyz 1234567890!?&@ Helvetica Neue Bold abcdefghijklmnopqrstuvwxyz 1234567890!?&@ Helvetica Neue Bold Italic abcdefghijklmnopqrstuvwxyz 1234567890!?&@
Arial Arial is used for general text or body copy when working on PC’s as an alternative to Helvetica Neue. Use the font only in these weights shown. Letter spacing will vary between individual PC’s and programmes. Please adjust letter spacing accordingly to reflect the guidelines.
Arial Roman abcdefghijklmnopqrstuvwxyz 1234567890!?&@ Arial Italic abcdefghijklmnopqrstuvwxyz 1234567890!?&@
Arial Neue Bold abcdefghijklmnopqrstuvwxyz 1234567890!?&@ Arial Neue Bold Italic abcdefghijklmnopqrstuvwxyz 1234567890!?&@
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digital media
Emails With the introduction of the new email system we will have a consistent Council signature. Please remember that your contact details should be included in the footer of all emails you send – both internal and external. Follow the steps below to change your email signature: • • • • • • • • • • • •
Open Microsoft Outlook Click on Tools > Options Click on Mail Format Tab Click n the Signature button Click on New button Type "NCC" in the box Select "Start with a blank signature" Click Next Copy the example of the email signature shown Click Finish Click OK Select NCC from drop down list you have just created to be your default signature for any new email messages.
Forename Surname Job Title
Section Department Nottingham City Council Address, Nottingham NGX XXX
Direct Line_0115 915 XXXX Fax_0115 915 XXXX Email_forename.surname@nottinghamcity.gov.uk www.mynottingham.gov.uk
Email signature template
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headers As a main brand identifier we propose to use a ‘BIG’ bold header which grabs people’s attention. The individual ‘big word’ chosen should be consistent with the message you are communicating. The ‘big word’ should start with a lower case letter unless it is the begining of a sentence or a name; for example ‘Nottingham’. There are two ways of using the headers as demonstrated here. When placing the smaller text in the header, always try and line it up with any ascenders or descenders.
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headers The two things to consider when creating headers are letter spacing and leading.
Letter spacing (kerning) In Fig.1 it shows a header before and after applying tight letter spacing. The ‘before’ example shows the word ‘Nottingham’ as it would appear if you were to just type it out. The ‘after’ example shows how we want the headers to look with tight, even gaps between each letter.* *Except when print is specifically developed for the visually impaired - see section ‘Making Council information more accessible.’
Leading In Fig.2 it shows how to correctly decide on how much leading to give a header. A general rule is to keep the leading tight like the letter spacing, but not allowing ascenders and descenders to crash into each other. Click here to return to the contents page
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arrows The arrow has been developed to be used as a graphic vehicle which can highlight certain areas of information, for example; headers, bullet points and imagery. In addition the arrow should be used both on and in buildings to make navigation easier. For example outside a large building they could be used to direct people to the main entrance. Arrows can be used to point in any direction to suit specific applications.
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corners cut off
As a graphic device, cropped corners can be used on Nottingham City Council material. Whether the cropped corners appear on image boxes or on text boxes or just on coloured boxes, they are a strong visual link. Predominantly the bottom right hand corner is cropped, but other corners may be cropped in order to suit the application. Only ever crop one corner on any single box and where there is a border. A simple ratio is devised so using the crop on any box will always produce the same angle. The horizontal distance should be twice as long as the vertical distance, as shown here.
x
2x
The actual x length should vary to suit the application.
x
2x
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borders Even if the logo is not used in conjunction with the border you will still be required to use the logo to calculate the border dimensions (see Fig 1). The depth of the border is linked directly to the height of the logotype box within the logo, as shown in Fig.1. The logotype box height should be used to create a border of equal depth. Using the logo within borders The border should be used on the majority of materials. There is a simple formula to ensure that the logo appears at the correct size when positioned within a border. The logo should be positioned in the bottom right corner of any material with a border. The width of the logo is equal to the vertical distance of the cropped corner, which is represented by ‘x’, see Fig.2. Using the logo without a border The logo should be positioned in the bottom right corner. The distance from the vertical and horizontal edge being the same as the height of the logotype box (see Fig 1).
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logo Optimum
sizes
As a guide to aid consistency the logo should be used at the following sizes on these literature formats, portrait and landscape. This also allows you to work out the depth of the border from the height of logotype box.
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identifiers
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In summary these are the identifiers which should be used to create materials reflecting the Nottingham City Council identity. Use a minimum of 4 or more. 1. The logo The main identifier which should appear on all material. 2-5. The devices To be used as support for the logo on all material where practical. 6. Corporate Colours To be used on all corporate material. 7. Borders To be used on certain items where appropriate or where specified. 8. Typography The only fonts to be used on any Nottingham City Council material.
7. Borders
9. Headlines Punchy headers to be used when possible. 10. Arrows To be used sparingly on material. 11. Corners Cropping corners on boxes to be applied with common sense.
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identifiers Rules of thumb for the Identifiers •
The Nottingham City Council logo must always appear on all items.
•
Using 5 or 6 identifiers projects a strong NCC identity, sometimes less will do. More than 6 is probably overkill on a single front cover or advert.
•
•
You may well use all the identifiers throughout a single item like an annual report.
•
The colours (green and grey) provide the strongest visual link. But as demonstrated in the examples section you can use these colours as little or as much as you like, but counter by using some of the other identifiers.
•
Use fewer identifiers for teasers.
•
Campaign colours count as an identifier.
•
Always use the corporate fonts, even for stand alone campaigns.
•
Refer to the introduction section (pages 1 to 3).
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practice best
We must always give consideration to people with visual impairments. Here are some key things to consider: 1. Avoid very tight letter spacing and very tight leading on headers. Leading space between one line and the next should be 1.5 – 2 times the space between words on a line. 2. Only use white text out of green for headlines. Never use white text out of the green for any other use of text.
Headlines can use
Nottingham headers
3. Minimum point size for white text out of the green is 14pt
White
out of the green
All other text must use the grey when out of the green. text must use the grey when out of the green. All other use the grey when out of the green. All other text must grey when out of the green. All other text must use the when out of the green.
All other text must use the grey
4. Always make sure that the Nottingham City Council logo has maximum prominence. 5. Always allow for sufficient contrast between the background colour and text colour. 6. Avoid stylised or decorative typefaces – where possible use a Sans Serif font (Akzidenz Grotesk, Helvetica Neue and Arial).
Minimum point size for white text out of the green is 14pt
7. Do not use yellow text. 8. Do not use orange on red.
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information access to
All Nottingham City Council publications and printed material must include the following statement as a matter of course in font size 12pt: ‘If you require this information in an alternative language,
•
RNIB (Royal National Institute for the Blind) – ‘See it Right’ book. Log on to: www.rnib.co.uk
•
For useful information on how to write in an easy to understand, straight forward manner, log on to: www.plainenglish.co.uk
•
Language Solutions – Tel: 0115 915 4498
•
MENCAP – accessability factsheets and guides. Log on to: www.mencap.org.uk
•
When dealing with different groups, such as people with dyslexia, there are certain guidelines to follow. Click here for further information.
large font, Braille, audio
tape or text only version, please call (insert service area number) ’ For further guidance on ‘making information and services more accessible’ contact: Equality and Diversity Team Tel: 0115 876 4952 equalityanddiversityteam@nottinghamcity.gov.uk Where required we must make information available in alternative languages. For further help and guidance contact: Navdeep Bilan Language Solutions Tel: 0115 915 4498 translations@nottinghamcity.gov.uk
For further help and advice
Budget needs to be put to one side to fund the production of materials in alternative formats and languages.
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literature A service leaflet is a factual and simple way to inform customers about the services the Council provides.
formats
Service Literature
Helping you get the
support and benefits through the credit crunch
A5 Booklet Cover
A5 landscape Leaflet Cover
Leaflet Cover
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exhibition Here are examples of two types of exhibition stand, both using elements of the identity in a sympathetic way to the design framework.
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advertising recruitment
For more information about recruitment advertising, please contact Jo Hill, Resourcing Consultant, Resourcing and Reward on 0115 876 2712 or jo.hill@nottinghamcity.gov.uk Please note application of design will depend on nature of the post being advertised and the publication in which the ad will appear. The Communcations & Marketing managers are required to oversee the content of all recruitment adverts.
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digital media
Identifiers used on the website website and microsites: Logo Strapline Colours
Typefaces Headline style Corners
6 identifiers project a strong NCC identity with a restrained use of the green and grey.
Homepage
Website Page
Microsite
Plasma Screen
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workwear corporate
Corporate workwear
Workwear catalogue
Corporate workwear allows our customers to identify the services that are provided by the Council. It is important that we convey a consistent corporate image through our workwear.
This catalogue displays garments provided by Woodfield Industries and you can choose from several styles and colours.
The Nottingham City Council logo should be visible on the workwear – typically on polo T-shirts and sweatshirts this would be embroidered onto the front left chest and a transfer would be affixed to the back. No other visuals or text should be included unless prior agreement has been sought from your departmental marketing and communications manager.
Examples of corporate work wear include:
Click here to view Woodfield’s workwear catalogue. To place an order please contact: Woodfield Industries 0115 915 0375 If Woodfield Industries do not meet your workwear requirements please contact your marketing and communications manager.
Suppliers Woodfield Industries, our in-house suppliers, provide a large proportion of City Council workwear and whilst it is not compulsory that you use them, for procurement efficiencies and consistency it can be in our interest as an organisation that you approach them in the first instance.
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vehicles No logos or colour changes should be applied to any vehicles without first consulting Fleet Management. The aim is to standardise the fleet of City Council vehicles which can only be achieved by processing all requests through a central point. If you need something outside of these guidelines, your departmental marketing and communications manager is happy to discuss your specific requirements. The minimum amount of branding required on ALL Nottingham City Council vehicles is • Green go-faster stripe down both sides of the vehicle (across rear could be optional depending on the type of the vehicle) • Standard logo (grey and white) on the driver and passenger doors and on the rear where possible However some vehicles require additional branding – see below: Refuse trucks (see photo A, page 44)
Green cab Grey body - Logo and lion
White is a special order which costs more and has a delivery lead time of 6 months.
• Green wording (combination of the words ‘safe, clean, proud and ambitions’. In some cases the word recycling is used on the offside but however the other side has to carry ‘safe, clean proud or ambitious’.)
Where personal cars are used for business purposes, a magnetic logo can be supplied. Example – Social Care personal vehicles.
All other vehicles (see photo B, page 44)
Additional wording may be required on vehicles which need to be identifiable by customers e.g. ‘Your Library Home Service’.
White Bottom third grey The logo and lion are applied where this is feasible depending on the space available. Specialist vehicles (see photo C, page 44) For example highways - yellow cab with white wording (one of the core messages i.e. safer is relevant to Highways) on the front e.g. ‘Making Nottingham a safer city we’re all proud of’. Cars Cars can also be sourced however these will come in a standard silver colour. Lead time = 8-10 weeks from date of order.
Wording (see photo D, page 44)
The NCC logo should remain on the passenger door as this is more likely to be seen by pedestrians. Additional logos should not dilute the key corporate message. Please speak to Fleet Management on 0115 915 2114 for further details.
Additional wording is not required for noncustomer facing vehicles e.g. courier vans. Magnetic wording can be provided for vehicles which need to operate covertly e.g. Trading Standards and Dog Wardens vehicles. This enables us to enable the use of vehicles across departments and service areas without needing to re-brand them. Partner/sponsor logos We acknowledge the contribution of partners and sponsors by including their logos on the drivers door and/or the back doors of the vehicle – ideally at eye-level. Click here to return to the contents page
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vehicles
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Contact details The generic Nottingham City Council web address should be included on the back door. No departmental phone numbers, email addresses or web addresses should be included. All queries regarding Nottingham City Council vehicles should be directed to: Paul Wood, Acting Fleet Manager Phone 0115 915 2114 Email paul.wood@nottinghamcity.gov.uk
A
B
C
D
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signage Signs should include at least four brand identifiers. All requests for new signage should be made via your marketing & communications manager, to whom you must provide a project brief form. Design & Print will then obtain quotes for design and production. The client should arrange installation themselves with the supplier. This can however, be arranged by Design & Print for a small fee. Signs should have no cut off corner. All sign artwork must be approved by your marketing and communications manager before going to print. Please see p19 for details on spacing and sizes. For further information on signage please see the Signage Guidelines.
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signage exterior signage NEW TEXT NEEDED All signage must be signed off by relevant communications & marketing manager.
3
Welcome to
Djanogly Community Leisure Centre
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stationery Identifiers used on the letterhead: Logo Your typefaces
Stationery
Lion Your colours
Identifiers used on the compliments slip: Logo Your typefaces
Lion Your colours
Compliments slip
Letterhead
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templates A4 letter Fax Memo Agenda Reports Minutes Visitor’s signing in books Visitor’s badges PowerPoint Web Page
Templates
Belly Posters: A4 colour and mono A5 colour and mono If the template you require is not available, please contact your marketing & communications manager and we will arrange to meet your needs.
A wide array of templates can be downloaded from the Marketing & Communications Useful Templates page on the intranet homepage or at http://gossweb.nottinghamcity.gov.uk/ nccextranet/marketingtemplates
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Visitor’s signing in books
Visitor’s badges
Agenda
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templates Mono stationery
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Minutes
Fax
Memo
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powerpoint presentations
The white template with green keyline should be used for the majority of pages. When using the template with a green or white background please ensure that the font colour is grey.
Ensure font colour is grey when using a white or green background
When using the template with a grey background please ensure that the font colour is white.
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posters empty belly
To limit design time and costs, it is recommended that you use a belly poster where possible, especially if time is of the essence.
A4 Colour Poster
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library image
Image library
Flickr guidlines Go to http://www.flickr.com/ Click the sign in link located in the top right hand side corner of the page.
Sign in as nccimages@yahoo.co.uk Password: Pictures2 Click sign in. How to find images: Click on the downward arrow to the right hand side of Contacts and choose Contact List. Click the one contact in that list, i.e. nccimage.user1 Click Sets - This will take you through to our admin page where you can view our images. If you would like to use any of the images you find, please contact your marketing manager. Under no circumstances must pictures be used without express written permission due to photo consent issues. How you can help build the library:
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contacts In the first instance, you should contact your departmental marketing and communications manager to discuss your requirements.
Other useful contacts are: Ruby Bhattal Head of Communications & Marketing Ext. 63340 ruby.bhattal@nottinghamcity.gov.uk Amanda Thorley Commercial Development Manager Ext. 63366 amanda.thorley@nottinghamcity.gov.uk
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examples Over the next few pages are examples of material produced for Nottingham City Council (NCC) using the identifiers in these identity guidelines. The examples shown are categorised into four different tiers for clarity when producing new material.
Corporate Literature
Nottingham City Council
Council Plan
Leading Nottingham
Strong and decisive leadership is needed to deliver the long-term vision for the city and help Nottingham to realise its ambitions and potential. The Council has the mandate, capability and appetite to fulfil this role. We already have a set of effective systems in place to lead the city.
Nottingham Riviera
We acknowledge our role in promoting Nottingham on the national stage. We will continue to work collaboratively with councillors, partners, colleagues and citizens to achieve our joint vision for Nottingham – a city that is safe, clean, ambitious and proud. Our leadership will be evidenced through high work standards and ambitions for the city, as individuals and as service delivery teams. We will set the bar for how things should be done and clearly demonstrate the attributes of a world class city.
2011-2015
Ecolink bus running on ethanol at Wollaton Park
Identifiers used on the Corporate Plan 2008-2011 front cover: Bulwell Riverside
Logo Headline style
89
Typefaces Colours
Four or more identifiers project a strong NCC identity.
Priorities that cut across all our work
Aspiring Nottingham
There are a number of priorities which cut across and influence all the work that we do with our partners in the city. Those “cross-cutting” priorities are outlined below. These include those three cross-cutting priorities specifically identified as part of the Nottingham Plan (Aspiring Nottingham, Fairer Nottingham and Nottingham). The fourth cross-cutting priority is Safeguarding our children and most vulnerable adults. We do not have separate plans to deliver these, because they form an integral part of and are embedded in our six strategic priorities.
Fairer Nottingham
We aspire to be a city where children and adults alike have high expectations of themselves and for their future and have the motivation and abilities to follow their ambitions. Our work on Early Intervention is the key means for achieving this aspiration.
The Council is committed to promoting equality and fairness and is rated ‘Excellent’ against the national Equality Framework. Progress on the equalities priorities identified will be reviewed and reported on regularly through the performance management of the relevant Council Plan priorities.
Green Nottingham Our aim is that by 2020, Nottingham will have moved further towards a more sustainable economy and way of life by significantly reducing carbon emissions, improving the efficiency with which we use natural resources, recycling domestic and business waste, mitigating and adapting to climate change, creating jobs for local people in the environmental sector and ensuring that everyone understands the environmental challenge and how we can all play our part in responding to it.
Safeguarding our children and most vulnerable adults We have a critical role in ensuring that our children and most vulnerable adults are kept safe from harm or abuse. Our Family Nottingham and Healthy Nottingham strategic priorities reflect this. We have formal, multi-agency Children and Adult Safeguarding Boards to ensure that we, along with our partners, have the systems in place to help us achieve this.
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examples These are examples of how the new visual identity has been incorporated in recent literature, without affecting the creativity or uniqueness of the material.
Identifiers used on the Impact Magazine front cover:
Identifiers used on the Nottingham Arrow front cover:
Logo Colours Typefaces
Logo Typefaces Border
Headline style Corner Border
4 or more identifiers project a strong NCC identity with a restrained use of the green and grey on the cover.
Arrow Headline style
4 or more identifiers project a strong NCC identity without overall use of the green and grey.
Project Literature February 2011
Issue 31, September 2011
Nottingham City Council’s employee magazine
Getting G etting ting ‘stuck’ stuck’ into our next campaign mpaign n The Big Summer mmer Clean may ay be over, but the e message remains mains loud and clear ear – keep our city clean! Over 200 extra tonnes of rubbish ubbish was aign including: collected during the campaign 14 tonnes at Melbourne Melbourne Allotment; llotment; 9.3 tonnes at the Splendour Festival estival (6.2 tonnes placed in bins and 3.1 from om the fr fro ground ground - 4.2 tonnes of thiss litter was then recycled) and 660kg in Basfor sford wher e 50 recycled) Basford where school children ed in an hour and children litter picked a half! We want to carry this positive sitive attitude and action into our next campaign. And it’s now time to tackle kle the sticky problem of chewing gum! m! The Council is just one of 11 local authorities nationwide to be selected to take part in the campaign, rresearched esearched and funded by the Chewing ng Gum Action Gr oup (run by Keep Britain n Tidy), to rreduce educe Group the amount of chewing gum um litter left on pavements. t Nottingham N ttingham was also l selected l t d as a partner in 2010.
The campaign paign runs thro oughout ut September throughout and aimss to make people awar e that aware chewing gum is classed as litter and those hose dr opping gum will be issued with an £80 80 dropping Fixed Penalty nalty Notice if caught. Y ou can help get the message out ther e! You there! The Citizens’ ens’ survey tells us that the public ublic see gum as unacceptable litter fffect fe litter.. The ef effect this has on how clean citizens feel the city is makes akes it a serious issue and also o an expensive nsive one - with each piece of car elesslyy discar ded chewing gum costing sting carelessly discarded 10p to rremove, emove, move, as gum is highly rresistant esistant ant to aggr essive ssive chemicals and doesn’ reak aggressive doesn’tt br break down in the envir onment. environment. T o show our commitment to gum rremoval, emoval, oval, To the Council ncil has teamed up with W e ar e We are Nottingham, am, which runs the Business Impr ovement ment District (BID). W e ar e Improvement We are
Inside... holiday holidayplus yplus returns WIN tic kets for Slava’s Snowshow Snow wshow tickets Equalit y and Diversity trainin ng Equality training
Nottingham has funded a new gum cleaning eaning machine which will concentrate e on deep cleansing the city centr e and enable able other Council centre cleansing re esources to o be focussed in resources neighbourhoods. Hotspot ar eas for gum m litter will be areas monitor ed befor e, during ing and after the monitored before, campaign to see whatt dif ffer f ence and difference impr ovements the campaign mpaign has made. improvements The campaign should lead to rreduced educed amounts of dr opped gum and save time dropped and money that can be invested in other fr ont line clean ups. front T o find out more e about ut Chewing Gum, To visit www.mynottingham.gov.uk/ ham.gov.uk/ chewinggum
Southwark Primary School pupils celebrate...
New schools for Nottingham!
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campaigns marketing & communications
KEEP NOTTINGHAM WORKING
NEW jobs website
jobs training ILULĂ„[Z money advice advertise vacancies for FREE
www.nottinghamjobs.com
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