Cartwheel Arts brand manual

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Art for a Reason

The Cartwheel Arts Brand Manual

www.cartwheelarts.org.uk

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Welcome to our brand ! ! ! !

This brand manual has been created to help Cartwheel Arts market their charity as a brand in a CCC way: Coherent, Cohesive and Comprehensive.

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The objective of this manual is to help each member of sta, temps, freelancers, volunteers, Company members and Board members, our partners and all our stakeholders understand the values of Cartwheel Arts and assist CA in communicating them.

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We have created this manual to make it easier to understand CA brand as an asset to communicate better our vision and mission to our audience and stakeholders.

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We understand that a brand is not a logo but a set of values, visuals, views and vision. We want to convey the message with a clear, strong and convincing voice.

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We want our brand to connect and engage with our audiences through our communications.

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Heywood, March 2016

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Contents ! !

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What is Cartwheel Arts?

History Strands Cartwheel Arts Mission Cartwheel Arts Vision The Cartwheel of Values The Cartwheel Arts values The Cartwheel Arts Brand & Marketing Strategy General Objectives The new Cartwheel Arts strap-line Cartwheel Arts Visuals The Logo Logo Colourways Using Cartwheel Arts logo Primary colour palette Cartwheel Arts Abbreviated Fonts and Typefaces Our Lingo Branding platforms Contacts

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Cartwheel Arts promotes ! ! social inclusion, cohesion, ! ! diversity and regeneration ! ! through community ! ! participation in innovative, ! ! high-quality arts projects.

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We use a wide range of media !! ! to initiate, and respond to, ! ! project opportunities in ! !

Rochdale and surrounding ! areas, as well as promoting the ! ! development of the arts and ! ! examples of good practice ! across the North West.

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What is Cartwheel Arts?

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History

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Cartwheel Arts was founded in 1984 artwheel has over 30 years experience of promoting imaginative, and often challenging arts projects - we do not shy from confronting diďŹƒcult or sensitive issues. Our focus is on participation, enabling people who may have had little experience of the arts to explore and develop their creativity and talents, generating a sense of ownership and pride.

We receive annual funding from Link4Life, Rochdale Boroughwide Cultural Trust. Our flagship project Tell Us Another One is funded for three years by Big Lottery Fund Reaching Communities and Arts Council England, and in year one by Rochdale MBC.

In addition we raise funds for projects from a wide variety of sources, such as charitable trusts and government bodies.

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Cartwheel is a registered charity and a company limited by guarantee.

Charity number 519394 Company number 2161995

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Cartwheel Arts Strands

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Art for Wellbeing is our

programme of work in arts and health. We are currently focusing our work in the mental health arena. We are delighted that Tudor Trust have oered a significant grant towards a major development of Art for Wellbeing.

Art for Cohesion This is the

largest grouping of Cartwheel projects, reflecting our interest in and experience of building links within and between communities, and in using the arts to enhance the process of regeneration.

Art for Youth This covers our

work with young people across a variety of artforms as well as projects delivered with black and minority ethnic communities.

Art for Development We are

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committed to developing and promoting the arts, participatory arts in particular, as widely as we can. We are also keen to provide opportunities for people to get involved in the arts on a number of levels, from volunteers to professional artists.

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Cartwheel Arts Mission

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Our mission is to promote and practice Art for a Reason; enhancing wellbeing, equality, diversity and inclusion.

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Cartwheel Arts Vision

Championing vibrant arts which foster creativity and wellbeing in diverse communities.

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Leading opinion, uniting communities and sharing good practice.

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The Cartwheel of values is the foundation of all our ! work and it defines who we are and how we do it. It sets the ! company’s framework in a holistic approach where the whole is ! than sum of the parts.

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The Cartwheel of Values

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C I excellenc Resilience E L C

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Creativity - Using imagination to open up new opportunities.

The new dynamic visual identity allows us to produce a strategy strongly connected to artistic creativity for its aesthetics but also its potential evolution through artists contribution.

Integrity - Fostering fairness and respect.

The brand is a simple, strong and honest graphic made of two marks that represent our name. Our branding will foster these qualities across all platforms.

Resilience - Building sustainability through a strong, flexible and entrepreneurial approach

The new brand is a stronger, more innovative, organically evolved version of the original brand.

Collaboration - Working together to realise shared goals and solutions.

Our brand strategy will focus in creating connections across all platforms online and offline and expand our stakeholder communities.

Leadership - Making a mark: visible, invigorating and confident

Our brand commitment is to be proactive in getting it out there taking initiative to share knowledge, making it relevant and engage with influential people to help boost our brand identity.

Excellence - Delivering high quality

and inspiring experiences for participants, practitioners and partners.

The new visual identity depicts high quality in its aesthetics. Our new branding strategy focuses in establishing our reputation as an innovative, resourceful and reliable organisation.

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Cartwheel Arts Values !

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Cartwheel Arts brand and marketing campaign is based on a Bold, Better and Bigger online and oine roll out inspired by our new set of values, vision and mission.

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Core tactics:

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Impact | Simple, strong bold

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visuals used eectively and resourcefully to create maximum impact with minimum action.

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Connection | Engage through

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sharing values and honest communications.

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Consistency | Across all areas of marketing and material

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Scalability | Capable of taking growth as it comes.

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Cost effective | Using in house resources as much as possible and small actions with bigger impact

The Cartwheel Arts Brand & Marketing Strategy !

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1 | To promote Cartwheel Arts VVV: Values, Vision & Visuals.

2 | To define the set of rules to unfurl the brand coherently and consistently

3 | To re-engage with current stakeholders

4 | To attract new audiences

5 | To enhance Cartwheel Art’s visibility

6 | To become an example and role model of good practice across the charity’s and art sector.

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Branding General Objectives !

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Art for a Reason ! ! !

Cartwheel Arts New Strapline ! ! ! ! ! ! ! ! ! ! ! ! !

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Cartwheel Arts Visuals Our new visual identity is a natural evolution of the old one.

We have respected our brand representative colour and add new colours and features to illustrate where we are now as an organisation and what future we are looking to embrace.

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Cartwheel Arts new identity has been developed to be dynamic and change according to its needs; projects can be represented with different patterns and/or a logo variation.

Our new logo has been designed to adapt, change and evolve and will be an asset for our artists/participants.

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The new set of visuals are designed to be responsive to have the ability to adapt to its context and format. i.e. paper, digital, envelope, letter, etc. as it can be aligned, resized, digitised, B/W, White, printed, etc.

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The logo symbol is formed from the typographic curve of a letter ‘c’ and the vertical axis of a letter ‘a’.

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Our visual identity core aesthetics are described in the next few pages.

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The Logo !Our logo is one of our most visible and valuable assets. ! !Respect it.

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Right alignment ! !

Particularly used for title ! pages in big documents with ! loads of space. ! ! ! ! ! ! ! ! ! ! !

Left Alignment !

Particularly to use when ! ! vertical space is limited e.g. ! footers and headers ! ! ! !

Central Alignment ! !

Particularly to use for front ! page titles when there’s no ! problem with space. ! ! ! ! ! !

Symbol !

The symbol without the ! legend should be used ! provided that the full name of ! !

Cartwheel Arts appears ! somewhere else i.e. Social Media. or with company consensus for a particular

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Logo Colourways

The primary logo colours are the 2 tones of blue (specified in the palette) and black

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Where printing/ quality is limited, please use the 100% black version of the logo.

A white logo can be used to reverse out of a dark background where required.

The logo can appear over imagery in 100% black or white versions. Please ensure the background where the logo is placed over is either dark or light enough to allow enough contrast for clear visibility.

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Using ! ! !

Cartwheel ! ! !

Arts logo ! !

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Clear-space rule Always position the logo for maximum impact and give plenty of room to breathe. This will ensure our logos visibility and legibility.

Minimum size When reproducing the logo be aware of its size and legibility.

Generally, the logo should never appear less than 1cm tall in print materials and 0.75cm tall in digital.

In text Cartwheel Arts should appear as two words with capital ‘C’ and ‘A’.

Artwork should not be used in sentences or replacing text.

Do not: 1. Alter the proportions of the logo

2. Replace the typeface with any other typeface

3. Add words to the logo

4. Do not redesign or modify, distort or redraw the logo unless agreed with Cartwheel Arts or as part of a creative project.

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In Cartwheel Arts material

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Cartwheel Arts logo should appear on the front or back cover of all project ! brochures, programmes, magazines, etc.

The logo will be located in the right or left ! of the page and always be the first corner and biggest if the print relates to a project of Cartwheel Arts or that Cartwheel Arts ! has managed.

Using Cartwheel Arts logo !

All press ! releases, formal letters, invoices, etc. should be written using the Cartwheel Arts template which includes the logo and ! company’s information on the top.

all the All our online platforms including the ! blogs, Social Media, youtube, etc. website, should use the logo as the avatar.

Any !audiovisual material; video, power point, etc. should start or finish with the logo prominently featuring alone if possible.

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Email signature will be the same for all staff members.

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When logo is used by partners, supporters, etc. make sure that: !

- there’s enough space to be legible

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- is situated in a prominent position in relation to the role of our involvement or type ! of partnership

- it’s not altered in any way, either size, colour, ! etc.

- it appears in all printing and digital material related to the project partnership

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Primary Colour palette The two blues and white are the primary CA colours and an integral part of the CA brand. These should be the dominant colours when designing materials. Other colours to be used in combination with the primary are the charcoal and yellow.

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These are only to be used to complement the primary colours and never on its own.

Cartwheel Arts Blue (01)

Cartwheel Arts Blue (02)

C80 M55 Y0 K0 R61 G112 B183 #3d70b7

C60 M30 Y0 K0 R102 G154 B206 #669ad1

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Cartwheel Arts Charcoal

Cartwheel Arts Yellow

C72 M60 Y53 K70 R34 G41 B46 #22292e

C9 M10 Y99 K10 R201 G181 B31

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Cartwheel Arts Abbreviated !

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CWA vs CA Despite our logo being CA there’s a tendency within the company to use CWA as it is more distinctive.

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As Cartwheel is a word made of two it is possible to use the initial of the second word as part of the abbreviation. CWA abbreviation will be used only internally and when needed in restricted boxed spaces with a limited capacity for characters as in funding applications. Otherwise we will always refer to Cartwheel Arts with its full name or Cartwheel.

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Fonts & Typefaces These are the only fonts to be used across all formal communication material as a base. This does not include artistic printing material such as Scribble magazine or any other creative item.

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Both typefaces specified here can be used for print and for

digital communications.

Use Montserrat Bold and Regular to distinguish headings and intro

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Blac k

Bold

ABCDEFGHIJKLM ! abcdefghijklm !

1234567890 ! ! !

ABCDEFGHIJKLM ! ! abcdefghijklm !

1234567890 ! !

Regular Light

ABCDEFGHIJKLM abcdefghijklm 1234567890

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Hairline

ABCDEFGHIJKLM abcdefghijklm 1234567890

Use Helvetica Neue for body copy and captions. Helvetica Neue Bold or Italic can be used to highlight.

Bold

Regular

ABCDEFGHIJKLM ! Medium ABCDEFGHIJKLM ! abcdefghijklm abcdefghijklm ! ! Light 1234567890 1234567890 ! ! ! ! !

ABCDEFGHIJKLM

!Ultralight ABCDEFGHIJKLM ! abcdefghijklm abcdefghijklm

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1234567890 1234567890 ! !

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Cartwheel Arts Lingo

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! ! ! ! ! ! ! ! ! Our tone. Our voice. ! ! ! Cartwheel Arts lingo should convey ! our values by using simple terms to ! ! make it easy to understand. Don’t over complicate it. Tell it as it is.

Needs to use friendly, accessible, inclusive terms to encompass our vision and mission. Our language needs to be friendly to all our stakeholders.

Try to use attractive words to engage with particular audiences depending on the project.

We work with sensitive issues and vulnerable people. Although we can be playful with our language we need to keep a neutral tone to avoid causing any oenses. Use nondiscriminatory Language for all communications.

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Branding platforms !

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Cartwheel Arts uses a variety of platforms to spread their word

Cartwheel Arts Key glossary terms Website

and establish their brand. Every platform receives a specific treatment for its purpose and need.

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Cartwheel Arts is developing a new website alongside a whole organisation ! rebranding and company remodelling. The new Web is based on six key ! properties: simple, informative, accessible, coherent, effective and ! ! efficient. ! ! Media Social ! ! !

Connecting with our stakeholders, establishing our brand and ! audience development are our key strategic objectives. Our Social Media ! platforms will be used to build our brand image. Through an enhanced ! ! profile we will engage with our communities, share our knowledge, brand ! and vision proactively. values ! !

Publications, Products & Services ! !

We!have regular free publications such as Scribble magazine distributed ! Rochdale and Heywood through libraries. We are developing new across ! products and training services. All printed material will feature our visual ! ! prominently. identity !

The! focus will be on promoting our values and the benefits that ! consuming any Cartwheel Arts branded experiences can bring.

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PR! ! !

Cartwheel Arts marketing efforts will include an active modest PR campaign ! through ! increasing our number of partnerships and influential ! connections.

Our board is now including a new action plan to be proactive ! their professional contacts. The team and project managers act as about ! ambassadors for the organisation and our new brand. We are engaging ! with ! the media through projects like radio broadcasting and will make efforts to engage more creatively.

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Contacts ! ! !

Director ! Walker Rick ! rick@cartwheelarts.org.uk ! ! !!

Development Manager !

Gala ! Pujol Freixer ! gala@cartwheelarts.org.uk ! !!

Finance Worker ! ! Shaw Sue ! sue@cartwheelarts.org.uk ! !! ! Managers Project ! for Wellbeing

Art ! Bertram Kerry ! ! kerry@cartwheelarts.org.uk !!!

TUAO ! (Tell Us Another One) Paul ! Stanley - paul@cartwheelarts.org.uk

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Danielle Porter - danielle@cartwheelarts.org.uk

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