©
Brand Guidelines © Copyright Stamford Town Team 2014
CONTENTS 1
Background
2
Emblem Variations
3
File Formats
4
Master Emblem
5
Inverted Emblem
6
Framed Emblem
7
Exclusion Zone & Minimum Size
8
Colour Specifications
9
Typography
BACKGROUND The new emblem for Stamford has been designed from a brief developed by Stamford Town Team, based on research among local residents. The main objective of the emblem is to represent Stamford consistently and professionally to various target audiences, and thereby drive more visitors to the town and help the local economy continue to thrive. The target audiences include: • Visitors (day and short stay) • Residents • Business community Through providing a new visual identity and communications framework that can be applied consistently by all relevant public and private sector organisations, we hope to secure Stamford’s pre-eminent position ‘on the map’.
Day Visitors
Tourists
Residents
Live
Explore
Visit
Visit the Town
Explore the Streets
Live Stamford
Consistent adherence to these brand guidelines will help build visibility and recognition of the Stamford ‘brand’ and benefit your enterprise by association with it.
1
EMBLEM VARIATIONS Three different emblems have been created for use in different contexts. It is important that when applying the Stamford emblem, the correct version is used.
Full Colour Master Emblem
Inverted Emblem
Framed Emblem
Inverted Emblem
Framed Emblem
Master emblem Should be used when the emblem is placed directly onto a white background. Inverted version Should be used when the emblem is placed directly onto a single colour background. Framed version Should be used when the emblem is placed on top of any image, such as photography or background patterns.
Black & White Master Emblem
Black & white versions Black and white emblems should be used in the sameway as the colour versions, when creating any grayscale publications.
2
FILE FORMATS EPS It is recommended to use the EPS versions of the emblem for print. This is the highest quality format and can be scaled to any size. JPEG If unable to use the EPS version for print then use the JPEG version instead. The background of the emblem is not transparent on a JPEG and will appear white on the document it is placed on. This cannot be scaled to more than 25cm square. PNG Please use the PNG version of the emblem for websites and other digital use.
3
MASTER EMBLEM When applying the emblem to a white background you must use the Master emblem. The Master emblem must only be used on a white background both in print and digital publications. Do not use any other emblem variations on a plain white background. Placement is advised in the bottom corners of your publications for maximum visibility and distinction from your existing branding.
4
INVERTED EMBLEM When applying the emblem to a single colour design, either for print or digital media you must use the Inverted emblem. Do not use any other emblem variations on single colour prints or coloured backgrounds. Placement is advised in the bottom corners of your publications for maximum visibility and distinction from your existing branding.
5
FRAMED EMBLEM We advise thst the emblem is not used over a photographic image or pattern backgrounds However if this is unavoidable please use the Framed emblem. Do not use any other emblem variations on background patterns or photography. Placement is advised in the bottom corners of your publications for maximum visibility and distinction from your existing branding.
6
EXCLUSION ZONE & MINIMUM SIZE Exclusion Zone 20%
The emblem should always be surrounded by a minimum area of space. The exclusion zone ensures that headlines, text or other visual elements do not detract from the emblem. The clear space indicated is the minimum space required. The exclusion zone should be 20% of the width of the emblem. For example if the emblem is 5cm wide then 1cm exclusion zone should be left outside the emblem.
20%
20%
Minimum Size The absolute minimum size for the emblem should be 2.5cm for print and 90 pixels for digital use. This has been set to ensure that the shapes and text can still be read at the smallest size possible. There is no guide for the maximum size of the emblem as scaling can be infinite, however the correct exclusion zone must used where appropriate.
20%
Print: 2.5cm Digital: 90 Pixels
7
COLOUR SPECIFICATIONS The colour used by the Stamford colour emblem is PANTONE 2955 C. This guide contains all the colour breakdowns for print & digital use. These come in the form of the PANTONE Colour, CMYK, RGB and web HTML. Wherever possible please use the colour specified.
Full colour PANTONE 2955 C C:100% M: 60% Y: 10% K: 53%
R: 0 G: 60 B: 105
HTML: # 003C69
8
TYPOGRAPHY The Stamford emblem uses Gill Sans regular typeface for both the name of the town and the strap-line ‘Visit, Explore, Live’.
TYPEFACE Gill Sans Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!?@£$%^&*(){}[]<>+=:;”,.`~
9
Stamford Town Team