branding guidelines
visual identity guidelines
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contents
backdrop
introduction 3 about 5 brand stratagy 7 style 10 logo 12 colour 20 images 21 typography 28 usage 30
_ beyond the periphery. Technology has changed the role of brands. Ideas and information pollinate like never before and its not just a Western tech phenomenon. The five partner regions are all in their own way on the periphery but this notion of ‘edge’ is shifting; place is part of the story but people and their ideas are the real centre and they are constantly moving. Networks are established through common goals and interest, a need to share. Time is valuable and the Creative Momentum brand needs to offer a reason for both the partners and creatives to participate in the exchange.
mycreativeedge
creatives
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a creative momentum project
Development: mentoring and resources
a creative momentum project
Connection: international exchange and online support
Clarity and openness to the exchange of information and funding.
visual identity guidelines
partners Funding Policy Research
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what & who
Transnational project to support the development of the creative industries sector across Europe’s Northern Edge • • •
3 years | 2015-2018 Total budget | €2m Co-funded by EU Interreg Northern Periphery & Arctic (NPA) Programme www.interreg-npa.eu
6 organisations in 5 regions Western Development Commission (WDC), Ireland National University of Ireland, Galway (NUIG), Ireland Cultural Council of North East Iceland, Iceland South East Economic Development, Northern Ireland (group of 3 councils led by Armagh City, Banbridge & Craigavon Borough Council) Technichus Mid-Sweden Ltd, Sweden Lapland University of Applied Sciences, Finland
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a creative momentum project
visual identity guidelines
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brand strategy
Give people the ingredients rather than the cake. The creative sector needs skills and a marketplace and a creative momentum project partners can facilitate that. It meets their needs to be a dialogue between the two. The policy makers and the creative need to be able to see that they can work together and contribute to each others role. While the project offers networking events, mentoring, showcases and product support it can also act as research in action. The contribution from the creative sector will determine the project outcomes. The brand will help both the partners and creatives do more.
‘a creative momentum project’ can become a mark of recognition, like a stamp of approval to both the partners and the cretives who receive benefit from the funding or resources.
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a creative momentum project
visual identity guidelines
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brand strategy taking ownership
headings with emphasis on the participatory nature of the brand
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a creative momentum project
this is: a creative momentum project
we are: a creative momentum project
part of: a creative momentum project
made by: a creative momentum project
funded by: a creative momentum project
research for: a creative momentum project
visual identity guidelines
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_ visual style
ConneCting Creativity aCross europe’s northern edge www.MyCreativeEdge.eu
Correct size and position of the logo
Full page imagery Graduation over image MidSweden
North East Iceland
Northern Finland
West of Ireland
South East of Northern Ireland
Flexible use of the icon bleeding off page to add drama
Strap-line placed away from logo but center justified.
CoNNECtINg CrEatIvIty aCroSS EuropE’S NorthErN EdgE www.MyCreativeEdge.eu
Main funder logos with partners underneath
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a creative momentum project
visual identity guidelines
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_ logo
main logo
Lapin AMK EyĂžing
Technichus
WDC NUI Galway
main logo reversed
Armagh City, Banbridge and Craigavon Borough Council
main logo reversed on graduation page 12
a creative momentum project
visual identity guidelines
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_ logo The logo is the primary element of that identity of a creative momentum project but other components such as colour, typography and imagery play an important element in building up the brand. The logo should always be surrounded by a minimum area of space. The area of isolation ensures that headlines, text or other visual elements do not encroach on the logo.
x height
safe area
safe area
25% x height
25% x height
The area is defined by using a quarter of the x height of the logo. A margin of clear space drawn around the logo to create the invisible boundary of the area.
Connecting Creativity across Europe’s Northern Edge www.MyCreativeEdge.eu
strapline to be used in conjunction with website URL
main logo
Connecting Creativity across Europe’s Northern Edge www.MyCreativeEdge.eu
safe area
alt logo
only to be used when no space for the vertical version
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a creative momentum project
visual identity guidelines
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The logo has been designed to reproduce at a minimum height of 15mm. On the web the minimum size of the logo is 50 pixels deep. There is no maximum reproduction size of the logo.
Do not alter the logo in any way.
If possible to fit the strap-line it should be positioned centered at the bottom of the document.
Logo placement sample
funded by
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a creative momentum project
Do not distort the logo
Do not add text
Do not add colour
Only use reverse logo with image
Do not add frame
visual identity guidelines
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logo
logo
partner icon options
Always to be centrally positioned with stationary example layout.
North East Iceland
MidSweden
West of Ireland
Northern Finland
South East of Northern Ireland
Silvia Guglielmini
ConneCting Creativity aCross europe’s northern edge
a creative momentum project administrator Western Development Commission Ballaghaderreen, Co Roscommon, Ireland
www.MyCreativeEdge.eu +353 (0)94 986 1441 +353 (0)87 170 2000 silviaguglielmini@wdc.ie
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a creative momentum project
visual identity guidelines
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_ colour
_ images
A basic four colour pallet of white, black, blue and green helps reinforce the identity with a variations of a graduation used commonly on all printed material.
Pantone Black RGB: CMYK: HEX: WEBSAFE:
45, 41, 38 63, 62, 59, 94 #2d2926 #333333
Photographic images can be used in conjunction with the gradient to give an harmonious feel. White version of the logo should be used.
Pantone U Reflex Blue RGB: CMYK: HEX: WEBSAFE:
0, 20, 137 100, 89, 0, 0 #001489 #000099
Pantone 354 U RGB: CMYK: HEX: WEBSAFE:
0, 169, 92 73, 0, 81, 0 #00a95c #009966
Gradient Reflex Blue to 354
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a creative momentum project
visual identity guidelines
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_ images
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a creative momentum project
visual identity guidelines
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_ icon Logo icon can be used in artwork jutting in to edges in a creative manner to give some dynamism.
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a creative momentum project
visual identity guidelines
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_ images Images, graduation and icon used in conjunction to create a tone.
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visual identity guidelines
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_ typography / replica pro Replica Bold is the primary font used for the logotype/logo wording and headings. It is also used in the tag-line. It can also be used as the standard when stronger emphasis is needed, such as in: stationery, website design, brochures and all forms of general correspondence. For general text Replica Pro Regular is used. A simple hierarchy is used of three main headings and two sub headings. For main page headings the text should be center justified but for general layout of letters, booklets left justified can be used.
heading large 60pt lowercase
heading medium 36pt lowercase
heading small 24pt lowercase
SUB HEADING medium 16pt all caps
SUB HEADING small 12pt all caps
a creative momentum project Body text is Replica Pro regular 8.5pt
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a creative momentum project
visual identity guidelines
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_ typography / replica pro
heading large
heading medium
heading small
sub heading medium
sub heading small
body text
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a creative momentum project
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visual identity guidelines
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_ usage
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Armagh City, Banbridge and Craigavon Borough Council
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visual identity guidelines
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a creative momentum project
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www.MyCreativeEdge.eu westofireland@mycreativeedge.eu Twitter.com/eucreative Facebook.com/eucreative Western Development Commission Dillon House Ballaghaderreen Co Roscommon Ireland +353 (0)94 986 1441 www.wdc.ie
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Pauline White ConneCting Creativity aCross europeâ&#x20AC;&#x2122;s northern edge www.MyCreativeEdge.eu
a creative momentum project co-ordinator Western Development Commission Ballaghaderreen, Co Roscommon, Ireland +353 (0)94 986 1441 +353 (0)86 832 8055 paulinewhite@wdc.ie
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a creative momentum project
visual identity guidelines
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Connecting Creativity across Europeâ&#x20AC;&#x2122;s Northern Edge www.MyCreativeEdge.eu
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a creative momentum project