SEEE Brand Guidelines Version 1.0
www.seee.co.uk
01 Brand Guidelines
Brand Overview
This guide is intended for anyone producing
All the elements of the identity work together
communications for SEEE, and outlines the
to correctly express the SEEE brand.
different elements that make up our corporate identity.
However, once they have been introduced
The purpose is to ensure that all our work
the time.
into a piece, they need not all be used all embodies SEEE brand attributes, expresses them consistently, and helps to build an
For example, the front cover of a brochure
awareness of the brand.
should feature all the design elements, but they may not all be necessary inside.
Although some rules are fixed, the guidelines are not intended to be limiting,
Once established, the branding
and there is plenty of scope for creative
can be relaxed.
expression. The aim is to create an image that reflects SEEE, an organisation that is
Elements at work
professional, modern and forward looking.
When incorporating the brand elements into
The need is to convey a highly professional
first identify:
a communication piece, it is important to and modern image, underpinned by an approach that is both customer and user-
What is the purpose and objective of the
friendly.
piece? Elements can then be tailored to reinforce that message. A more minimal approach to design makes the spread clean and easy to read. There is no need to over-embellish; too many design elements on a page can confuse the message.
02 Brand Guidelines
Brand Overview
The branding is made up of a number of key
Summary
graphic elements Brand attributes The Corporate Mark
Key graphic elements
Comprises the SEEE Symbol and SEEE
Using the elements
namestyle.
Contact
The typefaces
The copy
Franklin Gothic® is the corporate typeface.
• Should be concise and clear • Inspiring and authoritative
The Primary colour
• Purposeful and friendly
SEEE Blue (Pantone® 2945)
• Benefit orientated • Jargon free
The Secondary colour palette Orange (Pantone® 159),
For any enquiries contact:
Green (Pantone® 555), Pale Blue (Pantone® 632),
Rachel Cranham
Gold (Pantone® 457),
Tel: 01234 834 549
Purple (Pantone® 2612),
rachel.cranham@seee.co.uk
03 Brand Guidelines
Corporate Mark
Versions The Corporate Mark consists of the SEEE Symbol and namestyle. The Corporate Mark will allow reproduction down to a minimum size of 20 mm width. On printed material up to A3 size the width is 70 mm for the Corporate Mark. A3 maximum size. seee_70_2945.eps
When required for forms or the Corporate Mark can also be reproduce in white or black. To protect the Corporate Brand, the only way that the SEEE symbol of the Corporate Mark can be used separately is when Used within the 6 region brand element. (See Brand Elements on page 11). Normal size. seee_45_2945.eps
Minimum size. seee_20_2945.eps
Normal size. seee_45_neg.eps
Normal size. seee_45_100k.eps
The namestyle should never be used on its own under any circumstances. Rachel Cranham Tel: 01234 834 549 rachel.cranham@seee.co.uk
04 Brand Guidelines
Corporate Mark
Protection zone In all cases there is a protection zone around the Corporate Mark equivalent to half the height of the SEEE Symbol. No text, rules, picture edges, trim or folds should encroach into this space. The one exception is where the SEEE url is incorporated into the corporate mark. (See Brand Elements on page 11).
The Corporate Mark position The preferred position for the Corporate Mark is at top or bottom within artwork, normally with a 20 mm border from the edge on A4 documents. However, the Corporate Mark should not be placed where the minimum distance from the trim or fold edge is less than double the protection zone.
0.5X X 0.5X
0.5X
05 Brand Guidelines
Corporate Mark
4 colour usage The Corporate Mark 4-colour versions for use on a white or coloured background.
A3 maximum size. seee_70_4c.eps
Normal size. seee_45_4c.eps
Minimum size. seee_20_4c.eps
A3 maximum size. seee_70_4c.eps
Normal size. seee_45_4c.eps
Minimum size. seee_20_4c.eps
06 Brand Guidelines
Corporate Mark
Single colour usage Single colour versions for use on a white or coloured background. Where the Corporate Mark appears on materials that are pre-printed or do not allow the background to be changed, a solid version of the Corporate Mark should be used. This solid version can be black, white or platinum for foil blocking. Such instances
A3 maximum size. seee_70_2945.eps
might include a foil blocked Corporate Mark on a bookmark, internal order forms or etched glass. All material should be approved if the design is new and/or unusual. All versions are available in a variety of file formats.
Normal size. seee_45_2945.eps
Minimum size. seee_20_2945.eps
Normal size. seee_45_neg.eps
Normal size. seee_45_100k.eps
07 Brand Guidelines
Corporate Mark
How not to do it The Corporate Mark only appears in the versions specified earlier. Some examples of incorrect uses are shown here. • The SEEE namestyle does not appear on its own (figure 1).
figure 1
figure 2
figure 3
Lorem ipsem dolor sit amet, consectetur diam nonnumy eiusmod tempor incidu magna aliquam erat volupat.
• Colour configurations other than those specified should not be used (figure 2). • Always reproduce the Corporate Mark in the horizontal format (figure 3). • Do not let any words or shapes appear within the protection zone (figure 4). • Do not stack or reconfigure the Corporate Mark (figure 5).
Corporate mark and brand names To protect the Corporate Brand, the only way
figure 4
that the SEEE symbol of the Corporate Mark can be used separately is when Used within the 6 region brand element. (See Brand Elements on page 11).
figure 5
08 Brand Guidelines
Typeface
Typeface Franklin Gothic is the corporate typeface.
Franklin Gothic
This font should be used in all litho printed material and in all other documentation.
Franklin Gothic Italic Franklin Gothic Demi
Franklin Gothic has a variety of weights that should be fully utilised with the simple
Franklin Gothic Demi Italic
caution that clarity must be the deciding
Franklin Gothic Heavy
factor. Also in the cause of readability, don’t go below 8 point for body text and 12 point
Franklin Gothic Heavy Italic
for titles, headlines and sub-heads in printed material. To obtain a licence for fonts contact: FACES Tel: 01276 38888 Email: fonts@faces.co.uk
Franklin Gothic Franklin Gothic Italic Franklin Gothic Demi Franklin Gothic Demi Italic
Text on a coloured background
Franklin Gothic Heavy Do not use SEEE Blue (Pantone® 2945) text
Franklin Gothic Heavy Italic
at any size on top of any of the SEEE colour palettes, primary or secondary. It is acceptable to use text in SEEE Blue (Pantone® 2945) on a tint of less than 40% of the primary colour palette (Pantone®
Franklin Gothic
2945).
Franklin Gothic Italic
Where text is required to be laid over a
Franklin Gothic Demi
coloured background white should be used,
Franklin Gothic Demi Italic
if white is not acceptable black would be the text colour of preference.
Franklin Gothic Heavy Franklin Gothic Heavy Italic
09 Brand Guidelines
Colours
Primary colour palette
Print, multimedia and web The primary SEEE colour palette used for the Corporate Mark: Blue (Pantone® 2945).
Pantone® 2945
Tints of the PANTONE® 2945 colour should
Process colour: 100C 45M 0Y 14K
only go down to a value of 30% because if the CMYK version is used, the individual
Multimedia and Web
percentage of inks becomes too small to hold on a printing plate.
8R 76G 141B #084C8D
The colours on this page and throughout these guidelines have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE colour standard. Consult current PANTONE Colour Publications for accurate colour. PANTONE® is the property of Pantone, Inc.
60% Pantone® 2945 Process colour: 60C 27M 0Y 8K Multimedia and Web 95R 133G 179B #5F85B3
10 Brand Guidelines
Colours
Secondary colour palette
Pantone® 555
Pantone® 632
Process colour: 79C 0M 56Y 56K
Process colour: 92C 0M 15Y 5K
Multimedia and Web
Multimedia and Web
24R 74G 51B
22R 156G 171B
#184A33
#169CAB
Pantone® 457
Pantone® 2612
Process colour: 0C 15M 100Y 28K
Process colour: 64C 100M 0Y 14K
Multimedia and Web
Multimedia and Web
184R 156G 0B
85R 0G 107B
#B89C00
#55006B
Pantone® 159 Process colour: 0C 66M 100Y 7K Multimedia and Web 237R 81G 0B #ED5100
11 Brand Guidelines
Corporate Imagery
Brand elements There are two SEEE brand elements available for use. The six region brand element (figure 1). The six region brand element is commonly used as the main imagery on covers, cover pages and homepages. The six brand element is used within a 60% tinted panel of Pantone速 2945. The panels height is the same as the six region brand elements height, its width is 95% of the page or screen.
figure 1
The URL logo (figure 2) is used in situations where contact information is required but space is limited.
figure 2
www.seee.co.uk
12 Brand Guidelines
Other logos
EEDA identity and the East of England regional marque SEEE is funded by the East of England Development Agency (EEDA) and both the EEDA logo and East of England regional marque must appear on all materials for EEDA funded projects and initiatives, from stationery and publications through to electronic media. EEDA have their own set of guidelines for correct usage of the EEDA and East of England marque. For electronic versions of these logos and a copy of the EEDA guidelines contact: Rachel Cranham SEEE Bedford i-Lab Stannard Way Priory Business Park Bedford MK44 3RZ Tel: 01234 834 549 rachel.cranham@seee.co.uk
13 Brand Guidelines
Digital media
Photography and filming
Currently there is no defined library of SEEE
For further information contact:
Imagery. If an image is required for a project it should be relevant to the communication
Rachel Cranham
piece and pertinent to the target audience. SEEE Photographs of children must have prior
Bedford i-Lab
permission from the childrens’ parents or
Stannard Way
guardians before showing them on either
Priory Business Park
website, electronic (e.g. PowerPoint
Bedford
presentation) or printed media.
MK44 3RZ Tel: 01234 834 549 rachel.cranham@seee.co.uk
14 Brand Guidelines
Stationery
Paper stock
SEEE’s chosen paper stock to be used for all printed material is Revive 100 Uncoated FSC. This range conforms to criteria set by the Government for recycled papers as is available in a wide range of weights ranging from 100gsm - 325gsm. The 100gsm and 120gsm weights are guaranteed for both mono and colour inkjet and laser printing. Revive 100 Uncoated FSC is exclusive to the Robert Horne Group. http://www.roberthorne.co.uk
15 Brand Guidelines
Stationery
Letterheads, Compliment Slips and Business Cards The SEEE stationery incorporates both the corporate mark and the six region brand element which is within a tinted panel of
Bedford i-Lab Priory Business Park Stannard Way
Pantone速 2945.
MK44 3RZ Tel: 0845 606 6296 Fax: 01234 834 708 admin@seee.co.uk
The files required for producing these pieces
www.seee.co.uk
are available in Macintosh QuarkXPress format from: Rachel Cranham Tel: 01234 834 549 rachel.cranham@seee.co.uk
Rachel Cranham Marketing and Communications Officer
Bedford i-Lab Priory Business Park Stannard Way MK44 3RZ Tel: 0845 606 6296 Fax: 01234 834 708 admin@seee.co.uk www.seee.co.uk
With Compliments
Social Enterprise East of England (SEEE) Limited Company Number: 5363866 Registered in England & Wales Registered Office: Bedford i-Lab, Stannard Way, Priory Business Park, Bedford, MK44 3RZ Tel: 0845 606 6296 Email: admin@seee.co.uk
Direct: 01234 834 549 rachel.cranham@seee.co.uk
Bedford i-Lab Priory Business Park Stannard Way MK44 3RZ Tel: 0845 606 6296 Fax: 01234 834 708 www.seee.co.uk
16 Brand Guidelines
Digital media
PowerPoint presentations A PowerPoint template is provided to ensure all SEEE presentations have a consistent look and feel to them. The presentation is broken down simply into a title page and content page. The font used for the SEEE presentation is Franklin Gothic. Font style and size are already pre-defined within the template. If Franklin Gothic is not available on the PC being used Arial is recommended as a replacement. Fonts can be embedded into the PowerPoint presentation which will enable it to be displayed correctly even on a machine
Template title page
without Franklin Gothic installed. However, the ability to edit the presentation and keep the font consistent is lost as any text edited will change to a default font on that particular PC. Embed fonts into a PowerPoint presentation by selecting the following options: File > Save As > Tools > Save Options > and then select the Embed TrueType Fonts checkbox. To obtain a licence for fonts contact: FACES Tel: 01276 38888 Email: fonts@faces.co.uk
Template content page
17 Brand Guidelines
Digital media
Website development
All web design and development should conform to the W3C's published "Web Content Accessibility Guidelines 1.0" located at http://www.w3.org/TR/WCAG/. It is expected that a conformance level of "Double-A" is satisfied for all pages within a web site or application. Where possible a conformance level of "Triple-A" should be achieved, particularly for public facing pages where the target audience is not restricted. Web sites should degrade gracefully if images, css or javascript is unavailable. Alternate accessible pages (e.g. text-only) should also be made available where appropriate. Where possible content management should not require the alternate pages to be maintained independently so as to alleviate issues with content becoming inconsistent. Developers are expected to provide a list of browsers and operating systems that have been formally tested.
18 Brand Guidelines
Brand Overview
Equally as important to maintaining a
Legal Requirements
consistent look to SEEE’s brand is ensuring that contact details are provided clearly and
The following information must be included
consistently. There are two areas to this,
on headed paper, website, email
advertising and legal.
correspondence and order forms.
Advertising Name of registered company It is important to make it as simple as
Social Enterprise East of England (SEEE) Ltd
possible to contact SEEE. The preference whenever space allows is full address, tel
Company registration number
number, fax, email and web (see style
Company number: 5363866
below). Where space is an issue the minimal requirement would be the use of the logo url
Place of registration
on its own.
Registered in England & Wales
SEEE
Registered office address
Bedford i-Lab
Registered office:
Stannard Way
Bedford i-Lab
Priory Business Park
Stannard Way
Bedford
Priory Business Park
MK44 3RZ
Bedford MK44 3RZ
Tel: 0845 606 6296 Fax: 01234 834 708 admin@seee.co.uk www.seee.co.uk
SEEE Bedford i-Lab Stannard Way Priory Business Park Bedford MK44 3RZ Tel: 0845 606 6296 Fax: 01234 834 708 admin@seee.co.uk www.seee.co.uk