BRAND BOOK - VERSION 6.0
SEVENOAKS
BRAND BOOK - VERSION 6.0
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Image credit: Castle Hill Farm
Contents 3
Section one Sevenoaks brand
23 Section five Colour
33 Section nine Using the brand
7
Section two The brand pillars
25 Section six Typography
39 Section ten How to get involved
12 Section three The brand narrative
28 Section seven Graphics
16 Section four Our logo
30 Section eight Imagery Cover image credits: Lavender Fields & Hops - Castle Hill Farm
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Section one
Sevenoaks brand
What is a place brand? Why have a place brand? Why Sevenoaks?
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Sevenoaks brand
What is a place brand? Placemaking activity is built around four pillars live, work, invest and visit. Creating a place brand that encompasses each of these disciplines ensures that the district can showcase everything Sevenoaks has to offer to its various audiences. Effective place branding turns a location into a desirable destination for residents, businesses, investor and visitors alike. Embedded with the stories, the sentiments and selling points unique to our district, the Sevenoaks place brand will help to sell the district’s potential far and wide.
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Sevenoaks brand
Why have a place brand? To create a strong place brand for Sevenoaks will support the wellbeing and economic development of the district, and the council’s key corporate objectives to promote the district as a visitor destination and attractive place to live, work and do business. This toolkit is a resource for anyone to use when talking about Sevenoaks. By speaking with one voice, we can raise the profile of the district and contribute to the area’s ongoing success.
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Sevenoaks brand
Why Sevenoaks? From its abundance of green, open space and historic buildings to its collaborative business community and excellent connectivity, Sevenoaks district is a place like no other. It is vital that our emerging place brand harvests the spirit of the Sevenoaks district and all it represents.
The creative concept we have developed seeks to harness the Sevenoaks district identity in a fresh, exciting and aspirational way. It is reflective of the feedback we have received from local businesses, members and stakeholders, but also of the direction where we want the district to go.
Image credit: Castle Hill Farm
A connected place with a rich heritage and a vibrant future. SEVENOAKS
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Section two
The brand pillars
A place to live A place to visit A place to work A place to invest
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The brand pillars
A place to live Sevenoaks district strikes a balance between being close to London and having access to the Kentish countryside, with more than 93% of the district being greenbelt. It provides its residents with the best of both worlds by offering rural charm and connectivity to the capital. People also feel safe and secure living in and bringing up a family in the Sevenoaks district. The people and the place are intertwined which presents an exciting opportunity for some unique storytelling with this campaign.
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Image credit: Castle Hill Farm
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The brand pillars
A place to visit For those that are yet to discover the Sevenoaks district, there is an abundance of beauty, greenery, and commerce to enjoy. Independent shops, open spaces and cultural attractions all appeal to those travelling from elsewhere in the county, UK or Europe – but it is Sevenoaks’ heritage that sets it apart.
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The brand pillars
A place to work The collaborative and supportive nature of the Sevenoaks district business community comes across strongly and this is something we can build upon by showing that by working together businesses can share success. The district is home to a variety of different sectors, some of which are hidden yet thriving, which our place brand will shine a light upon.
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The brand pillars
A place to invest The Sevenoaks district’s entrepreneurial spirit, which along with affordable business rates and a supportive council, makes it a compelling place to relocate to, especially for those considering cutting costs by moving away from London. Having grown from strong roots, the Sevenoaks district supports start-ups, SMEs and large corporations alike.
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Section three
The brand narrative
What are the brand values? Our brand values So much more...
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The brand narrative
What are the brand values? These are the values that the brand is built on, and that we want the district to embrace when speaking about Sevenoaks’ offer. These are reflective of the ambitions and the vision of the District Council.
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Historic
Beautiful
The district’s heritage runs deep, not only in its famous attractions, but also in its buildings, high streets and history.
The beauty of the Sevenoaks district is also emerging strongly – it shows that it is home to places and spaces in which you want to spend time in and enjoy.
Entrepreneurial Both the Sevenoaks district and its people are ambitious and resourceful. This entrepreneurial spirit is not only its strength but is also an appealing feature for those looking to relocate.
Connected
Vibrant
While boasting strong transport connections, the district is also connected by the sense of community among its residents and businesses.
Sevenoaks district has been recognised as vibrant in its identity and its aspirations. It is a theme that shines through the place brand.
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The brand narrative
So much more... Research for the Sevenoaks place brand showed that not only is the district strongly associated with greenery, nature, beauty and wildlife, there were also significant responses from stakeholders talking about Sevenoaks’ connections, its entrepreneurial spirit, its history but also its potential for the future. The Sevenoaks district is more than one town – it is a composite of different towns and villages, each with their own unique identities and offer, representing the diversity of a district which offers so much more than other areas. It is from here that the ‘So much more’ tagline was born, as there is so much more to the district than you realise. Its beauty and history are compelling selling points, and should be celebrated, but this is only part of the story. There is more to discover for residents, visitors, businesses and investors.
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Section four
Our logo
The Sevenoaks logo Using the logo in the district Using the logo in a digital space A flexible brand Using the logo creatively
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Our logo
Primary Logo
The Sevenoaks logo Our logo is the most critical and recognisable element of our brand. Its consistent and thoughtful application is the cornerstone of a strong visual identity. The tree ring texture is an integral element and should be used in conjunction with the logo wherever possible. It portrays the district’s heritage and natural environment in a modern and subtle way. This can be either in a circular or horizontal style. Our logo will become a recognisable icon that will reflect the place and can be owned and applied by partners, staff, stakeholders, businesses and residents.
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Secondary Logo
Each logo design is available as PNGs, EPSs, JPEGs and SVGs in CMYK (for print) or RGB (for screen).
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Our logo
District Primary Logo
Using the logo in the district While for clarity the campaign will be referred to as Sevenoaks outside of the district, in some instances it is appropriate to use a version of the logo containing ‘district’. This includes locally to ensure all the various towns and villages within the district are equally represented.
SO MUCH MORE
support for your business
District Secondary Logo
Business networking
WESTERHAM
www.moresevenoaks.co.uk
Example
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Each logo design is available as PNGs, EPSs, JPEGs and SVGs in CMYK (for print) or RGB (for screen).
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Our logo
Using the logo in a digital space A variable or responsive logo design allows the brand to have flexibility in the digital space. Although still recognisable as the brand through style and colour by using logo variations, you can select the best one for wherever they are to be used. Our logo also has a version specifically for use on social media. As most platforms use a square (1:1) aspect ratio for profile pictures and are often seen at a very small size, we want to ensure there is a logo optimised for social media.
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Icon/marque
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Our logo
CORE BRAND
CORE BRAND
PRIDE
VALENTINES DAY
CHRISTMAS
EASTER
A flexible brand Combinations of the brand’s colour, pattern, texture and layout allows the brand to flex and align with multiple areas of communication. This applies to the logo marque and type in any combination. There is the artistic license to give the brand personality without losing its essence. It is truly diverse, is relatable and reflects current and future perceptions of the district.
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Our logo
Using the logo creatively Typographic treatment of the Sevenoaks logo can be used as a solid, an outline or in combination to create abstract and creative layouts alongside imagery and pattern.
Images used for guidance only
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Section five
Colour
Our brand colours
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Colour
Vibrant & Bright
Green is normally associated with the district and a modern take on this as the primary colour set is supported by a bright and vibrant colour palette.
PANTONE 275
PANTONE 287
PANTONE 221
SUPPORTING COLOURS
We have carefully selected a colour palette that reflects the brand narrative. Although these colours are not what the district is currently known for – they are aspirational and work together to change people’s perceptions of the district.
PRIMARY COLOURS
Our brand colours
Friendly & Varied
PANTONE 3165
RGB 42 95 106 • HEX/HTML 2A5F6A • CMYK 80 40 40 35
50% TINT
PANTONE 7472
RGB 92 184 178 • HEX/HTML 5CB8B2 • CMYK 61 0 28 0
50% TINT
PANTONE 205
RGB 224 69 123 • HEX/HTML E0457B • CMYK 0 84 15 0
50% TINT
PANTONE 129
RGB 243 208 62 • HEX/HTML F3D03E • CMYK 0 10 80 0
50% TINT
PANTONE 2985
RGB 91 194 231 • HEX/HTML 5BC2E7 • CMYK 58 0 0 0
50% TINT
PANTONE 2685
RGB 51 0 114 • HEX/HTML 330072 • CMYK 97 100 0 19
50% TINT
PANTONE 144
A darker sub-palette should be used sparingly. For example when a stronger contrast is needed for text or graphics.
The colour profile CMYK and pantone should be used on any print collateral. RGB should be utilised on digital. Please note, results on materials and stock types will vary.
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Section six
Typography
Our primary typeface Our secondary typeface
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Typography is a powerful tool to express our brand. It combines our visual identity and verbal identity to reflect who we are, what we say and how we feel. Quatro Slab is our primary typeface for headlines and Lemon Sans is our primary typeface for body content.
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Typography
Our primary typeface Headline font
Body content font
Bold and full of character
Modern & Friendly
Quatro Slab Regular
Lemon Sans Next Light
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
Quatro Slab Bold
Lemon Sans Next Bold
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
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Georgia and Arial are the secondary sans serif font and should only be used when the primary font Quatro Slab and Lemon Sans are not available.
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Typography
Our secondary typeface Headline font
Body content font
Bold and full of character
Modern & Friendly
Georgia Regular
Arial Regular
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
Georgia Bold
Arial Bold
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
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Section seven
Graphics
Our supporting graphics
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Graphics
Our supporting graphics A collection of brand assets made up of patterns, shapes and textures inspired by the district, act as great brand carriers and will become an important part of the brand toolkit. Tall trees & crunching leaves
Nature
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Running water & bubbling brooks
Bird song
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Section eight
Imagery
How to pick an on-brand image Our imagery
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Imagery
How to pick an on-brand image A picture tells a thousand words and is a powerful tool to communicate our brand; they can depict our inspirations and aspirations for the district and capture its personality.
Sevenoaks imagery should adhere to the following principles:
1. Capture real life
2. Have a clear focus
3. Identify with the brand values
Good example The subjects have been captured without them being aware of the photographer.
Good example A single focal point as well as an understated elegance.
Good example An image should be memorable, identifiable as Sevenoaks and echo the brands values.
Bad example This photograph feels very staged and unnatural.
Bad example Lack of focus means that the viewers eye fails to be drawn to one area and the image is less engaging.
Bad example Image is not recognisable as Sevenoaks uninspiring and forgettable.
How the place is perceived can be achieved through its imagery.
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Vibrant
Historic
Entrepreneurial
Beautiful
Connected SEVENOAKS
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Section nine
Using the brand
The brand elements Digital Print Examples of the brand in use
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Using the brand
The brand elements Here are some examples of how our brand identity can be applied across a range of materials and platforms.
General rules Logo - appropriate brand logo use - find out more on pages 17-22.
Typeface - appropriate use of typefaces across print and digital - find out more on pages 26 & 27.
Quatro Slab ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*()_+
Lemon Sans Next ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*()_+
Colours - use assigned brand palette - find out more on page 24.
Imagery - source out of the ordinary, local, upstaged photographs - find out more on pages 31 and 32. Supporting graphics - find out more on page 29. SEVENOAKS
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Using the Brand
Digital Videos Videos are a powerful tool to communicate our brand; they give us the ability to capture real and inspiring people, as well as places within our district. Video is more engaging than static imagery and can be used to highlight the call to action. All video content should feel authentic and creative. Avoid any shots that look too staged and contrived. When filming, ensure two cameras are being used simultaneously. This ensures multiple angles captured, creating a more engaging and dynamic piece. Furthermore, capturing an ample amount of B-Roll footage to helps provides context.
Hashtags Primary: Hashtags: #Sevenoaks #LiveSevenoaks #WorkSevenoaks #InvestSevenoaks #VisitSevenoaks Campaign specific: #SoMuchMore #SevenoaksSoMuchMore #[Location]SoMuchMore
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Using the Brand
Print There should never be more than one So Much More logo on a page. Multiple logos dilute the strength and impact of the Sevenoaks identity.
Equal partnership The partners’ logos should appear in a line with the Sevenoaks place brand. If there are a large number of partners, it may not be possible to fit all the logos on the front cover – it might look better to list them on the first page or back cover of the communication. A neutral visual style should be used, where neither the So Much More nor the other partner organisations’ individual identities dominate.
SO MUCH MORE
SO MUCH MORE
Give yourself more space without ever feeling cut off
A collaborative and supportive business community is waiting
space for your business
potential for your future
www.moresevenoaks.co.uk
Lead partnership If the place brand is the lead partner and the other organisations are supporting partners, the So Much More logo should be given dominance, as well as other branding elements such as colours and fonts. The supporting partners’ logos should be placed along the bottom of the page. SEVENOAKS
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Lead Partnership Example
Equal Partnership Example
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Materials and finish Carefully chosen materials and products are an opportunity to translate our personality into the real world through physical properties. Good quality materials show that we take pride in our brand. Consideration should be given to reducing the environmental impact of our printed materials – digital versions are our preference and printing should be kept to a minimum. Paper stocks that reduce environmental impact should be prioritise, and we should always look to use FSC (Forest Stewardship Council) accredited materials. Any use of plastic must be minimal and justifiable. Longevity of printed materials must also be considered.
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Using the Brand
Examples of the brand in use Images used for guidance only.
SO MUCH MORE
space for you & the family
www.moresevenoaks.co.uk
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potential for your future A collaborative and supportive business community is waiting
We’ll give you the room to breathe
SEVENOAKS
SO MUCH MORE
SO MUCH MORE
to see & discover A vibrant, diverse and historic district to explore
SO MUCH MORE
space for your business Give yourself more space without ever feeling cut off
www.moresevenoaks.co.uk
www.moresevenoaks.co.uk
www.moresevenoaks.co.uk
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Section ten
How to get involved
Spread the word Tell your story Brand partners Contact information
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How to get involved Spread the word If you or your organisation would like to show your support for the So Much More campaign, then please use the logo on your marketing materials. Place branding is all about shouting about what a place has to offer and what has been achieved there – so we want to maximise communication about Sevenoaks so we reach a bigger and wider audience. Include Sevenoaks in project names, hashtags and every type of communication #SevenoaksSoMuchMore
Tell your Sevenoaks story We are always looking for ways to showcase the stories of Sevenoaks’ businesses and residents. To get involved with the campaign, email: info@sevenoaks.place
Brand partners Sevenoaks District Council is responsible for implementing and managing this place brand.
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Contact information Further guidance For further guidance on brand use please contact: Pillory Barn, The Maidstone Studios, New Cut Road, Maidstone, Kent, ME14 5NZ 01622 684407 hello@pillorybarn.co.uk
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moresevenoaks.co.uk | @moresevenoaks Last updated 2021. Copyright Sevenoaks District Council 2021. All rights reserved.
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