Communications Toolkit 2017
“
a place to discover and explore, go wild, get fit, or just relax and enjoy the fresh air.
�
Contents 4
12 26 27 29 30
Scotland’s largest urban nature park.
8
Seven Lochs Wetland Park Core themes and messages Brand assets and guidelines Photography Social media Funder acknowledgement Press and PR
3
Seven Lochs Wetland Park The Seven Lochs Wetland Park in a new heritage and nature park spanning the Glasgow City / North Lanarkshire council boundary between Easterhouse, Coatbridge and Stepps (Fig 1).
Seven Lochs Wetland Park
Brand Guidelines
At over 16 sq km it is Scotland’s largest urban nature park.
4
Important heritage and natural heritage sites within the park include: • Drumpellier Country Park • Sites of Special Scientific Interest at Bishop Loch and Woodend Loch • The Grade 1 listed medieval buildings of Provan Hall • Five designated local nature reserves, and two proposed local nature reserves • A short, open stretch of the Monkland Canal – a Scheduled Ancient Monument • Iron-Age crannog sites at Bishop Loch and Lochend Loch • Industrial heritage sites – including Cardowan Colliery and Glenboig Fireclay works
Together these sites capture over 10,000 years of human history, and provide homes for a range of protected species.
Fig1 - Seven Lochs Wetland Park
Seven Lochs Partnership The Seven Lochs Wetland Park is being developed by the Seven Lochs Partnership. The Partnership members are:
• Glasgow City Council • Glenboig Community Trust • North Lanarkshire Council • Provan Hall Community Management Trust • The Conservation Volunteers Scotland • Scottish Natural Heritage
The aims of the Partnership are to: • work together to deliver the Seven Lochs Heritage Project, with reference to the Seven Lochs Landscape Conservation Action Plan; • establish and develop the Seven Lochs Wetland Park as a new heritage and nature park of national significance; and • drive forward the creation of the Seven Lochs Green Network, a high quality, multi-functional network of open spaces and green corridors.
Scotland’s largest urban nature park.
• Forestry Commission Scotland
5
Seven Lochs vision and masterplan
Seven Lochs Wetland Park
Brand Guidelines
The Seven Lochs Vision and Masterplan sets out the plans for the creation of a new, large scale heritage and nature park, including for improving access, interpretation and habitats. The vision for the Seven Lochs Wetland Park is of a new park of national significance, sustaining and enhancing a high quality, innovative wetland environment that will: • Protect and enhance biodiversity and heritage. • Promote health and well-being. • Contribute to environmental, economic and social regeneration.
The Vision and Masterplan highlights the need for a clear, visible identify for the Seven Lochs – as an ecologically diverse wetland environment, a hub for heritage learning and engagement and an attractive and accessible visitor attraction. This identity must be built on consistent and clear branding, signage and design, development of high quality communication materials, and direct engagement with local residents and visitors.
Seven Lochs Green Network A key element of the Seven Lochs Vision and Masterplan is that the park is the heart of a wider Green Network. Green links extending from the park edge into surrounding communities are as important as links within the park boundary. These green links will connect local communities to the park, and support environmental enhancement and engagement within a wider ‘zone of influence’ surrounding the park. Delivery of the Seven Lochs Green Network is closely linked to planned development within and around the park. The delivery of new, high quality green infrastructure linked to new development is an important part of the park’s identity. The Seven Lochs Partnership will work with planners, developers and house-builders to integrate new development into the park environment.
6
Core themes and messages Our themes
The Seven Lochs Wetland Park is being developed by the Seven Lochs Partnership, which brings together the two local authorities, statutory bodies and third sector partners. It is accepted that the Seven Lochs Wetland Park logo is sufficient to represent the Partnership as a whole. The first 5 year work programme for the Seven Lochs Wetland Park is supported by a grant of £4.5million from the Heritage Lottery Fund, along with funding from Seven Lochs Partnership members and range of other funders. Funder acknowledgement must be associated with the Seven Lochs branding as appropriate.
Our vision
Scotland’s largest urban nature park.
The Seven Lochs Wetland Park in a new heritage and nature park spanning the Glasgow City / North Lanarkshire council boundary between Easterhouse, Coatbridge and Stepps. At over 16 sq km it is the largest urban nature park in Scotland.
The Seven Lochs Wetland Park vision is of a park of national significance that will:
• protect and enhance nature and heritage in the area as a national resource;
• promote the health and wellbeing of resident and visitors; and • have a major impact on the environmental, social and economic regeneration of the area.
Our mission To work with a wide range of partners to create a new park, linked to a wider green network, that provides accessible, well-managed and high-quality greenspace which meets the needs of local communities, protects and enhances the environment, and attracts visitors from across Scotland and beyond.
7
Communication themes
Seven Lochs Wetland Park
Brand Guidelines
We strive to radiate these communication themes in everything we do.
Heritage Connectivity Nature
Community Accessibility Well-being
Our key messages Visit - Explore - Get Involved
Visit • The Seven Lochs Wetland Park spans the Glasgow City / North Lanarkshire council boundary between Easterhouse, Coatbridge and Stepps. • Easily accessible from central Scotland’s rail and road network, the Seven Lochs Wetland Park is Scotland’s largest urban nature park. • Four visitor gateways, at Drumpellier Country Park, Provan Hall, Hogganfield Park and Glenboig Life Centre, are being developed as hubs for a range of heritage activities for people of all ages. • The Seven Lochs Wetland Park really is heritage and nature on your doorstep – a place to discover and explore, go wild, get fit, or just relax and enjoy the fresh air.
8
Explore • The seven ancient lochs that give the park its name are home to a wealth of wildlife. • The Seven Lochs Wetland Park provides a window into over 10,000 years of Scottish history – from stone age tool making to Glasgow’s medieval past, Iron Age crannogs to the industrial revolution.
• Over the next few years we’ll develop new trails and create places where you can discover and learn about the nature that survives and thrives in the Park. • New visitor facilities and interpretation will reveal the stories of the people who have lived in and around the park over many centurues, and secret lives the wildlife that calls the area home.
Get Involved • The Seven Lochs Wetland Park is at the start of an amazing journey – and we hope you will come with us! • The Seven Lochs Volunteer group is a great way to find out more about the wildlife in the park, develop new skills, and help to make the park a better place for people and wildlife.
Scotland’s largest urban nature park.
• Established places for recreation and a network of walking and cycling trails help you explore and enjoy these wetland treasures.
• There’s always more to learn, and we want to work with community groups, schools and volunteers to discover more about the park’s wildlife and history. • We hope the Seven Lochs will be a great place for people, heritage and nature. A place that people can visit, enjoy and be proud of.
9
“
A place that people can visit, enjoy and be proud of.
”
Brand assets and guidelines Main Logo This is our main logo and should be your first port of call for all applications.
Our logo depicts two whooper swans in low flight. This is a signature species of the park and a sight that can often be seen in locations across the seven lochs. The colour scheme is inspired by a landscape combination commonly found in the park. Green for the grass in the foreground, blue for the water, and dark blue representing the vegetation on the opposite bank.
Scotland’s largest urban nature park.
Rationale
Stacked version In certain circumstances it may be required to use the stacked version. For example where the logo has to fit into a square or round space, or symmetical balance is desirable.
11
Mono versions
Seven Lochs Wetland Park
Brand Guidelines
For use in single colour applications such as single colour screen printing, uniforms, merchandise, white out overlaying on a photograph. This is also available in the stacked version.
12
Waymarker version Waymarker solution has been developed to provide a solution for simple branding of a route. The discs can be acrylic coloured discs printed in white. Below there is provision for a subtext such as “Seven Lochs Trail”.
Scotland’s largest urban nature park.
subtext subtext is in HelveticaNeue LT 45 Light
subtext
subtext
subtext
subtext
subtext
subtext
subtext
subtext
13
Special version for routed signage
Seven Lochs Wetland Park
Brand Guidelines
A version of the logo has been specially made for routed signs such as those used by Forestry Commission Scotland. Each colour is separated by a thin line to facilitate effective routing. In the case of FCS co-branding the logo will appear as follows; reading - Part of Seven Lochs Wetland Park.
14
Usage of our logo Our logo represents the partnership to the outside world, as such it is imperative that it is reproduced faithfully and consistently at all times.
Exclusion zone Please ensure that the logo is given adequate space by adhering to the following guide.
Scotland’s largest urban nature park.
On printed matter the logo should never be any less than 50mm in width for the main logo (40mm for the stacked version).
Distortion Please never stretch, squeeze or distort thelogo in any way.
15
Colour integrity
Seven Lochs Wetland Park
Brand Guidelines
Please do not deviate from the original colours specified.
16
When using the mono version please use black on a white background and white on anything else (including appropriately selected photography). White on any of the colours from the Seven Lochs colour palette are wholly acceptable.
Supporting visual assets Horizontal elements Should bleed to both edges. On an A4 sheet please use 18 colour blocks to span landscape, 12 blocks to span portrait or 6 blocks to span one section aof a 1/3 A4 leaflet.
Scotland’s largest urban nature park.
Horizontal rule Can be used to break up content on pages. Should bleed at both left and right edges. Can be used equally on white or on any other self coloured panel from the palette.
17
Banding
Seven Lochs Wetland Park
Brand Guidelines
These are generally used in the footer zone. Each band contains seven illustrative elements depicting features or leisure opportunities in the park. There are 3 versions. Nature/Heritage, Recreation/Activities and Mixed. Nature/Heritage should be used in most circumstances with options for Recreational/Activities and Mixed where it better suits the subject matter. Panel above footer can be either white, a colour from the palette, or an appropriately selected photograph. Please adhere to the width guidelines scaling accordingly for any outsize applications.
Banding (nature/heritage)
Banding (recreational/activities)
Banding (mixed)
Panels
Reeds Reeds is a supporting graphical pattern used to break up large plain areas or act as a framing device by placing panels or photographs on top of it. It can be repeated as required and should usually bleed off the bottom of the page - like ‘reeds’ growing out of the water.
Scotland’s largest urban nature park.
Self-coloured panels or pages using colours from the palette can be used in printed material providing they are jusxtaposed by white panels at a rough ratio of 1:1 across the whole document. When using coloured panels or pages the body text and headings should be white. On white panels, the body text should be black and the heading should be a randomised colour from the palette.
19
Glance map This map is intended to show the location and scale of the park and to an extend rudimentary overview of access points. It will appear as a supporting graphic as appropriate for example on the back page of leaflets. It must always be accompanied by the following text:
Seven Lochs Wetland Park
Brand Guidelines
NORTH LANARKSHIRE M80
M73
GLENBOIG
DRUMPELLIER HOGGANFIELD
M8
PROVAN HALL
GLASGOW CITY
“
The Seven Lochs Wetland Park is easily accessible from central Scotland’s road and rail network. Visitor gateways at Hogganfield Park, Provan Hall, Drumpellier Country Park and Glenboig Life Centre offer information about the park, and host a range of heritage activities.
Website URL and social media links
”
These should be presented in the following way in any of the palette colours on white, or in white on any of the palette colours.
20
Colour palette Core colours
Pantone
367c
7731c 7473c
7459c 2765c
268c
7648c
R G B
156 192 59
41 122 60
20 131 124
55 131 162
18 20 62
72 47 137
156 31 96
C M Y K
44 6 100 0
84 29 100 16
84 29 54 8
79 38 23 1
100 96 41 51
89 99 6 1
36 100 37 10
... and for blocks and backgrounds
Seven Lochs grey C0 M0 Y0 K80%
Typography
Seven Lochs Wetland Park
Brand Guidelines
The primary typeface for headings is Helvetica Neue. Hierarchy as below. Breakout text and quotes is in Georgia Italics. Body text is in Arial regular.
Main Titles
Helvetica Neue 55 Roman 30pt Sub Titles
Helvetica Neue 55 Roman 24pt Alt Sub Titles
Helvetica Neue 45 Light (variable pt) Body and digital Arial Regular 11pt
Breakout text
“ 22
Georgia Italics 20pt, indented with oversized quotes.
”
Signage guidance Entrance signage
Information and Orientation Signage Within the park and especially in the gateway zones there will be need for an adaptive approach to information and orientation signage. The content of these will be developed on a case by case basis. Any such signage should reflect in equal measure the branding and site information of Seven Lochs Wetland Park and that of the host site.
Scotland’s largest urban nature park.
At entry points the Seven Lochs welcome signage will either sit alongside the existing welcome signage for the site, or be in integral part of it. Seven Lochs branding will be placed slightly lower in the hierarchy but should be very prominent, typically around 50-80% of the size of the host site’s own signage taking into account expected usual viewing distance. In cases where the sign is an entrance to a gateway site it will read “Gateway to” followed by Seven Lochs branding, and in cases where it is a nongateway site it will read “Part of” followed by Seven Lochs branding. In the case that an entry point is not part of an existing named site, the appropriately sized sign should simply read “Seven Lochs Wetland Park”.
23
Worked Examples Below are a some examples of the branding applied.
Brand Guidelines
Website
Seven Lochs Wetland Park
Scotland’s largest urban nature park
Click here to view the interactive map
Footer
24
Click here to view the interactive map
Park Leaflet
The Park location
The Seven Lochs Wetland Park is easily accessible from central Scotland’s road and rail network. Visitor gateways at Hogganfield Park, Provan Hall, Drumpellier Country Park and Glenboig Life Centre offer information about the park, and host a range of heritage activities.
Plans for the Park
Get Involved
Getting There
nature on your doorstep
on foot / cycling
Scotland’s largest urban nature park.
About the Park
by bus volunteering
by train
25
Photography
Seven Lochs Wetland Park
Brand Guidelines
Words alone cannot sufficiently convey the essence of Seven Lochs Wetland Park - so photography plays a vital role.
26
In communication about the park, photography must be positive, engaging and embody our themes (Heritage, Connectivity, Nature, Community, Accessibility, Well-being) and key messages (Visit - Explore - Get Involved) in a balanced way. People enjoying the park and getting actively involved should be the core guiding principle. People featured should be real and diverse. It is vital to show people that our target audience can relate to. On occasion it may be desirable to use nature or heritage images without people in them but these should be the exception rather than the norm and you should maintain a ratio of at 4:1 (4 people images for every one nature/heritage only image) Video should adhere to the same principles and should ensure that top and tail screens and captions are appropriately branded.
Social Media Aims and outcomes
• Engage – increase our audience reach to raise awareness and generate interest in the Seven Lochs Wetland Park and its natural, built and cultural heritage. • Visit - encourage new and existing audiences to visit the park, gateways and key sites, and to take part in events / activities, in the park • Explore - increase understanding and appreciation of natural and heritage assets by encouraging more people to discover and explore the Park. • Get Involved - encourage both informal and formal learning, volunteering, and local community action to reveal more about the parks nature and heritage, and increase involvement more people in caring for the park and its heritage. Our protocols
Scotland’s largest urban nature park.
Use of Seven Lochs social media should deliver a consistent, structured and planned approach to communication and promotion. Our key communication aims and outcomes for social media are to encourage people to;
To ensure acceptable use of social media channels the Seven Lochs staff team will follow the social media guidance of their employing organisation. The staff team will develop and deliver a social media plan to ensure our social media channels present a frequent, consistent and balanced stream of engaging content. The plan will; • define our objectives, messages and actions for social media videos, photos and posts • set out the time that staff will devote to social media channels • ensure coordination of posts, shares and retweets across the Seven Lochs Partnership. • set out the expectations on partners to promote Seven Lochs events and activity on their own social media channels. The plan will also set out clear metrics and targets for Seven Lochs social media. Seven Lochs staff will use Facebook insights and Twitter analytics to monitor progress against these, and review the plan every 6 months.
27
Staff will aim to respond to questions within 48 hours. Social media responses will be used to provide further information as required. Seven Lochs social media will not be used to discuss operational issues, and where necessary staff will signpost people to other communication channels. Facebook
Seven Lochs Wetland Park
Brand Guidelines
Seven Lochs staff team will use www.facebook.com/sevenlochs/ to; • Increase brand awareness and engagement by sharing a mix of relevant images, links, blog posts, and other engaging content • Promote upcoming events and activities within and around the park, and post follow up images and outputs on those events and activities • Promote activities of partners and local community organisations • Engage with influencers • This will include use of promoted posts and ads where we extending reach is a key objective. We expect partners to like, comment on and share Seven Lochs events and activities, including event follow up, on their own Facebook pages. Twitter The staff team will use @SevenLochs to; • Build brand awareness and engagement by sharing a mix of relevant links, blog posts, and engaging content • Listen and respond to relevant conversations • Build reputation by promoting outputs and successes • Segment influencers and create lists • Communicate issues from social media to support team and ensure follow-up We will use promoted and pinned tweets to extend our reach and promote key content. We will make use of site and project hashtags, and other partner and funder hashtags, to increase reach and engagement. We expect partners to follow @SevenLochs, and to favourite and retweet posts where relevant. @SevenLochs will follow the Twitter accounts of our partners and all other organisations involved in Seven Lochs Project activity, and will favourite and retweet posts linked to Seven Lochs.
28
Funder acknowledgement Heritage Lottery Fund
The HLF acknowledgement logo can be downloaded at https://www.hlf.org.uk/running-your-project/logos-acknowledgment/ download-logo The HLF acknowledgement logo should be used on all Seven Lochs communication materials as follows: • Signs
Scotland’s largest urban nature park.
Heritage Lottery Fund (HLF) wants people to know where National Lottery money is being spent in their community. All HLF funded projects must use the HLF acknowledgement logo (see below) and recognise HLF funding in their communications so that people can see that Lottery money has supported their work.
• Promotional materials and publications • Advertising • On your website and social media channels • At events and openings As the largest funder of the Seven Lochs Wetland Park project HLF expect their logo to appear first where a range of funders are being acknowledged. HLF encourage funded projects to be creative. They encourage projects to use their logo imaginatively and in the best ways suitable for your project. HLF also provide free-of-charge acknowledgement materials showing their logo. These should be used by Seven Lochs Project partners to show where HLF funding has been used to improve buildings, parks and open spaces, and to support events and activities. Further information, including guidance for grantees and examples of creative ways to acknowledge grants, can be found at: https://www.hlf.org.uk/running-your-project/acknowledging-yourgrant/where-use-logo
29
Press and PR
Seven Lochs Wetland Park
Brand Guidelines
Seven Lochs PR protocols Promotional information, press releases and PR linked to the Seven Lochs Wetland Park (events/ activities, new projects, grant offers, successes) will include information of interest to local to national media, and will involve varying levels of partnership working – from activities delivered by a single partner to activities involving the full Seven Lochs Partnership. To ensure a consistent and coordinated approach to promotional work all partners will follow these protocols: • Promotional material, press releases and PR for significant ‘park-wide’ activities involving multiple partners will be led and coordinated by the the GCC Press Office Seven working with nominated contacts in each of the project partners. Press information will carry the Seven Lochs Wetland Park logo, and will make reference to the Seven Lochs Partnership as ‘leading the development and management of Seven Lochs Wetland Park’. • Promotional material, press releases and PR for single site events / activities involving one or two partners will be led and coordinated by individual partners’ press officers working with the Seven Lochs staff team and GCC Press Office. Press information will carry the Seven Lochs Wetland Park logo, and will make reference to the organisations involved as ‘working with the Seven Lochs Partnership to develop the Seven Lochs Wetland Park’. • Where the Seven Lochs Wetland Park logo is used to support press releases and other PR it does not need to be accompanied by the logos of all the partners. • Where the Seven Lochs Partnership is referred to in press releases and PR the names of all individual partners do not need to be included. • All press releases and PR for activities supported by HLF funding for the Seven Lochs Heritage Project must be sent to HLF prior to issue, must make reference to HLF as a funder, and must carry the ‘HLF funded’ logo. • All press releases and PR for activities linked to the Seven Lochs Wetland Park and the Seven Lochs Green Network should make reference to the importance of working in partnership with local communities.
30
Notes to editors Project partners will use the following ‘notes to editors’ in all press releases and PR for stories that make reference to the Seven Lochs Wetland Park or Seven Lochs Partnership: • The Seven Lochs Wetland Park is Scotland’s largest urban heritage and nature park. At over 16 sq km it spans the Glasgow City / North Lanarkshire council boundary between Easterhouse, Coatbridge and Stepps.
a. protect and enhance nature and heritage in the area as a national resource; b. promote the health and wellbeing of resident and visitors; and c. have a major impact on the environmental, social and economic regeneration of the area. • Development of the Seven Lochs Wetland Park is supported by a grant of £4.5million from the Heritage Lottery Fund, along with funding from the Seven Lochs Partnership and a wide range of other funders. • The development and management of the Seven Lochs Wetland Park is being taken forward by the Seven Lochs Partnership which brings together Glasgow City Council, North Lanarkshire Council, Forestry Commission Scotland, The Conservation Volunteers Scotland, and Scottish Natural Heritage.
Scotland’s largest urban nature park.
• The Seven Lochs Wetland Park vision is of a new wetland park of national significance that will:
• Glenboig Community Development Trust are developing Glenboig Life Centre which will become an important community asset and gateway to the Seven Lochs Wetland Park. • The Provan Hall Community Development Trust is being developed to lead the future management of Provan Hall and a new centre for Glasgow’s medieval heritage and as a gateway to the Seven Lochs Wetland Park.
31
© 2017 Seven Lochs Wetland Park Brand Guidelines prepared by Doug Summers Graphics. Photography by Becky Duncan