SEEE brand guidelines

Page 1

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


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