Great Britain Brand Guidelines
Great Britain Brand Guidelines
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We’re British . We always have been, and we always will be. We might have changed the way we look now, but we’re still just as great. Let us tell you why, and in the process, show you our brand spanking new brand guidelines.
Great Britain Brand Guidelines
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Contents
Brand Toolkit......................................07
Brand System......................................42
Brandmark..........................................09
Grid structure......................................44
Brandmark story..................................10
Brand System Layout...........................44
Sizing and exclusion zones..................11
Master Layout.....................................46
Lock-up ..............................................12
Sport & Lifestyle Layout.......................47
Incorrect usage...................................13
Government & Royalty Layout.............49
Lock-ups and partners.........................14
Tourism & Visitors Layout....................50
Positioning..........................................15
Brand Copy Writing............................53
Brand device.......................................16
Copywriting Approach.........................54
Wordmark...........................................18 Audience Brandmarks.........................20 Colour palette.....................................22 Master palette.....................................24 Tourism palette...................................26 Sport & Lifestyle palette......................28 Government & Royalty palette.............30 Photography Celebrities......................32 Photography Icons & Athletes.............33 Photography Real Life & Landmarks....34 Typography application.......................38
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Great Britain Brand Guidelines
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Brand Toolkit
Great Britain Brand Guidelines
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Brandmark
Our core identity is the Union Jack flag. This creates our primary brandmark, which is the expression and signature of our country and our brand.
Great Britain Brand Guidelines
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Brandmark story
The brandmark is iconic to Britain which is why the historical shape and recognisable structure is kept. Alterations have been made to remove the Scottish Solitaire from the brandmark, Widening the diagonal cross into complete Symmetry. The red colour representing each Country that makes up Great Britain.
The original Union Jack contained the Royal Blue colour and Solitaire of Scotland, which had to be removed.
The Diagonal red crosses have been updated and widened to reflect the original cross of St Jude. This brings symmetry to the brandmark.
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Sizing and exclusion zones
An exclusion zone distances the brandmark from other visual elements, ensuring it doesn’t look cluttered or hemmed in. We’ve also introduced a minimum size for the brandmark, ensuring that it’s reproduced as clearly and consistently as possible.
The exclusion zone around the brandmark should equal the height of two chevrons, taken from the centre of the brandmark.
Here’s the minimum size that you should reproduce the brandmark: approximately 25mm in width.
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Lock-up
Occasionally you may need to reproduce the brandmark in a single colour, for example black or white. When determining which colour to choose, please create as much contrast as possible to ensure the logo stands out clearly on the page.
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Incorrect usage
It’s important that our brandmark is presented clearly, consistently and with integrity at all times. As such, please refrain from altering it in any of the following ways:
X Don’t stretch
X Don’t recolour incorrectly
Great Britain X Don’t rotate or skew
X Don’t change the wordmark in the lock-up
X Don’t dismantle the brand device in the lock-up
X Don’t change the brandmark
X Don’t rearrange the lock-up
X Don’t apply to backgrounds that are busy or reduce legibility
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Lock-ups and Partners
Often, our brandmark will be represented alongside partners, stakeholders and other brands and logos. When Great Britain is the main brand, other brandmarks and logos should be arranged next to ours and aligned as shown below. In addition, please follow the exclusion zone rules on page 11.
When the second brandmark or logo is portrait in orientation, it should align with the top and bottom of our brand device. This allows the Wirral Waters brandmark to lead in the lock-up structure.
When a second brandmark or logo is landscape in orientation, it should be aligned to the baseline of our brand device. Please size the second logo or brandmark carefully, so it doesn’t dominate the Great Britain brandmark.
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Positioning
The Great Britain brandmark should always sit in the bottom left corner of the page. This allows us to anchor our content consistently, signing-off any messaging with a location, sense of place and seal of quality.
For positioning within the brand grid structure see page 51.
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Brand device
The brand device can be used to apply the Great Britain identity in an expressive, eye-catching way. It can be scaled up or cropped, but only if it’s displayed without the wordmark lock-up – as a graphic, decorative device. If you’re using the brand device on its own, without the wordmark lock-up, it needs to lead off the page. No matter what size it is. This helps to show that it is not he full device.
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Great Britain Brand Guidelines
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Wordmark
The wordmark forms part of the brandmark, so please don’t use it without the brand device above it. The only exception is when the brand device has been used expressively, as documented on page 16. In this case, you can use the wordmark on its own, as shown in the image to the right, to ensure there’s no conflicting imagery.
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Audience Brandmarks
A supporting set of brandmarks are to be used when communicating with specific target audiences. Each one features a range of colours and hues derived from the brand colour palette. Please only use these brandmarks when communicating with the relevant target audience, to support chosen colours from the brand colour palette and audience-specific messaging.
Master brandmark
Tourists & Visitors brandmark
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Sport & Lifestyle brandmark
Government & Royalty brandmark
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Colour palette
Our brand colours are an integral part of how we communicate and support messages for our brand. Although they focus around our target audiences, they are also interchangeable and can be used together. However, It’s important that the master brandmark and master colour palette is always the first to be considered. When choosing colours, please consider the message and the audience. Are they just visiting Great Britain for a short time, or have they lived here their entire lives? You can emphasise certain colours within each palette, enabling you to set the right tone for your communications. Please refer to the following pages for more detailed guidelines.
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Great Britain Brand Guidelines
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Master Palette
The Master palette takes on the primary brand colour, in a different selection of shades. The red colour has been taken directly as the primary colour of all three countries that make up Great Britain; England, Wales and Northern Ireland. This is our primary palette, and all other colour palettes are based around it.
Proud Brave Strong Honest
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100
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100
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75
75
75
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50
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C 025 M 099 Y 087 K 031
R 029 G 033 B 090
C 025 M 099 Y 087 K 031
R 029 G 033 B 090
C 025 M 099 Y 087 K 031
R 029 G 033 B 090
C 025 M 099 Y 087 K 031
R 029 G 033 B 090
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Tourists & Visitors Palette
The Tourists and Visitors palette represents our focus on building tourism and bringing new people to Britain. Bold, fresh and daring, it reflects our desire to reignite the spirit of adventure, experience Britain to the full and celebrate our wonderful British culture.
Inquisitive Explorative Joyful Grounded
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100
100
100
100
75
75
75
75
50
50
50
50
25
25
25
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C 025 M 099 Y 087 K 031
R 029 G 033 B 090
C 025 M 099 Y 087 K 031
R 029 G 033 B 090
C 025 M 099 Y 087 K 031
R 029 G 033 B 090
C 025 M 099 Y 087 K 031
R 029 G 033 B 090
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Sport & Lifestyle Palette
The Sport and Lifestyle palette represents the importance of sport and physical activity within the British community. These colours have a cool tone which represents activity and competition as well as positivity and health.
Active Competitive Positive Peaceful
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100
100
100
100
75
75
75
75
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50
50
50
25
25
25
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C 025 M 099 Y 087 K 031
R 029 G 033 B 090
C 025 M 099 Y 087 K 031
R 029 G 033 B 090
C 025 M 099 Y 087 K 031
R 029 G 033 B 090
C 025 M 099 Y 087 K 031
R 029 G 033 B 090
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Government & Royalty palette
The government and Royalty palette focuses on the traditional values and backbone of Britain. Historical, regal and memorable, this palette is to be used on all documents linked to these areas.
Historical Leaders Royal Protective
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100
100
100
100
75
75
75
75
50
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50
50
25
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C 025 M 099 Y 087 K 031
R 029 G 033 B 090
C 025 M 099 Y 087 K 031
R 029 G 033 B 090
C 025 M 099 Y 087 K 031
R 029 G 033 B 090
C 025 M 099 Y 087 K 031
R 029 G 033 B 090
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Photography Celebrities
Celebrity endorsement of the British brand is important to help sell ourselves back to the British public. Quirky portraits can be used to help promote the new brand, following a similar stripped back aesthetic.
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The images shown are for demonstration purposes only and belong to their respective owners.
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Rankin (www.rankin.com) 1/2/3/4/5/6
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Photography People
Specialised portraits of both famous people and real life people should be used as part of the British brand to help showcase the diversity and talent we have to offer. People from all creeds and cultures should be displayed where appropriate.
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The images shown are for demonstration purposes only and belong to their respective owners.
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Michael Foot (www.michaelfoot.com) 1/2/3/4/5/6
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Photography Icons
Famous British icons are important to the brand of Britain. They help promote success stories and instil a sense of pride throughout the British public as well as attracting tourists. Portraits of icons should be used where appropriate.
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David Baily (www.davidbailey.com) 1/2/3/4/5/7
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The images shown are for demonstration purposes only and belong to their respective owners.
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Photography Athletes
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The images shown are for demonstration purposes only and belong to their respective owners.
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Richard Booth (www.richardbooth.com) 1/2/3/4/5/7
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Athletes are always a good way to revive a sense of pride in the country whilst at the same time promoting healthy living and getting involved in sports and activities. Photos of athletes should be a mix of Portraits and action shots, and involve both Olympians and Paralympians to show Britain’s diversity.
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Photography Real Life
Images of real life people of Britain should be honest, not staged, and cover a variety of audience types. People should almost always be positive and smiling, unless the purpose runs against this, but these image should always create a sense of pride in being British.
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The images shown are for demonstration purposes only and belong to their respective owners. Richard Booth (www.richardbooth.com) 1/2/3/4/5/7
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Photography Landmarks
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Landscape and Landmark images are to be used to create a sense of what Britain has to offer. Iconic Landmarks are a good way to bring in tourism as well as promote what we have to the British public.
The images shown are for demonstration purposes only and belong to their respective owners. Richard Booth (www.richardbooth.com) 1/2/3/4/5/7
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Typography
Our primary typeface is Avenir LT standard. This typeface is clean and bold, but with no harsh lines. Originally based on two separate sans serif typefaces, Futura and Erbar, iit is has a humanistic quality, representing both people and place.
Aa
Avenir
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 /<>.,â&#x20AC;&#x2122;?â&#x20AC;?[]!
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Our secondary typeface is Azo Sans. Inspired by constructivist creative principles and based on the elementary forms of geometry, this font has a humanistic quality – representing both people and place.
Bb Azo Sans ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 /<>.,’?”[]!
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Typography application
Our approach to typography is bold and impactful. We aim to use the Avenir typeface to make a simple, clean and bold impact.
Weâ&#x20AC;&#x2122;re Still Great Britain
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Just as Great*
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Great Britain Brand Guidelines
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Brand System
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Our brand system is a way of keeping ourselves looking consistently tip-top at all times. These systems sit at the heart of all our design, and they will always be here to refer to.
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Grid structure
The grid structure weâ&#x20AC;&#x2122;ve created helps us to remain consistent, whilst allowing maximum flexibility across all our layouts for print and screen. The structure provides a platform for arranging images and type in a variety of expressions. Using a 12 column grid, we can break the space in to a variety of combinations.
A 12 column grid allows us to break the space into a variety of combinations.
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A3 documents: gutters are set at 6mm A4 documents: gutters are set at 4mm A5 and A6 documents: gutters are set at 3mm.
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Brand System Layout
Here, weâ&#x20AC;&#x2122;ve shown the Brand System layout. As you can see, the shapes that make up the new Union Jack have been cropped and used decoratively, along with the different colour schemes, then overlaid over Photography, to create a new Brand system, which will be at the heart of any campaigns.
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Master Brand System Layout
The Master Brand Layout uses the all red colour scheme. This is to be used as the overarching brand system layout. This is assigned to anything that isnâ&#x20AC;&#x2122;t specifically with the Sport/ Lifestyle, Tourists/Visitors or Government/Royal sectors.
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Sport & Lifestyle System Layout
The Sport & Lifestyle brand Layout uses the all blue colour scheme. This is assigned to anything that falls within the Sport and Lifestyle sector
Great Britain Brand Guidelines
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Royalty Brand System Layout
The Government & Royalty brand Layout uses the gold and silver colour scheme. This is assigned to anything that falls within the Government & Royalty sector
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Tourism & Visitors System Layout
The Tourism & Visitors brand Layout uses the green and yellow colour scheme. This is assigned to anything that falls within the Tourism & Visitors sector.
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Great Britain Brand Guidelines
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Brand Copy Writing
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Copy writing Approach
For the overarching brand, we need to reach out to the wide audience of Great Britain when communicating through the copy in the campaign, so it can’t be too specific to personal tastes. Instead, we propose to make everybody feel personally targeted through using the interchangeable taglines...
I’m Great We’re Great It’s Great Your Great Britain.
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This is the consistent copy which will be a constant theme throughout the new Great British brand. It is there to set the core principals and to be used and developed.
Personal First Person
I’m Great Britain This tagline is to be used together with a celebrity endorsement; An icon of Great Britain. They are Great and are making the statement.
Groups First Person
We’re Great Britain This tagline is to be used together with a celebrity endorsement of a group of people, such as a sports team or band. They are Great and are making the statement.
Personal First Person
Your Great Britain This tagline is to be used together with everyday normal people. Something that the public can relate to and engage with. The British public are Great, and we should tell them so.
Tourists & Visitors Spirit of Adventure
It’s Great Britain This tagline is to be used together with Great British landmarks in order to gain tourism. It’s Great and it’s Great Britain. Come and visit us.
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Campaign Copy writing
For the starter campaign, we propose to create a new collection of copy that will target the British public in a light hearted and humorous way. The campaign will play on the word â&#x20AC;&#x2DC;Greatâ&#x20AC;&#x2122; just like the overarching campaign, but in a much more comical fashion.
New Britain, Just as Great.
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Personal Direct
New Britain, Just as Great This direct tagline is straight to the point. We’ve changed now, but we want to ensure the public that we’re just as great as we were before.
Personal Conversational
Don’t worry Britain, We’re still Great This tagline is a little more conversational. It has a very British and polite sound to it, whilst also being humorous at the same time.
Personal Conversational
We might look different, but we’re still Great. This tagline is a little more conversational. It has a very British and polite sound to it, whilst also being humorous at the same time.
Personal Humorous
we’ve got a Great* new image. This tagline is straight to the point again but also quite humorous stating that we’ve got a great new image.
New Britain, Just as Great.