Guidelines For Near Neighbours corporate identity LOGOS, People motif, Colours, Fonts, Paper stocks, design & artwork
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INTRODUCTION
NEAR NEIGHBOURS Â
The idea is to bring people together who are near neighbours in communities that are religiously and ethnically diverse, so that they can get to know each other better, build relationships of trust and collaborate together on initiatives that improve the local community they live in. The purpose of this guide is to give clear direction to the usage and application of corporate elements associated with Near Neighbours brand specifications. Guidance on colour, fonts and paper stocks must be adhered to as these are important aspects of the Near Neighbours brand identity. There is further advice within these guidelines regarding typographic style, which is intended to guide the user as to the look and feel for the brand. It is hoped that the designer/artworker can capture the spirit and overall feel for the identity whilst having the freedom to express the brand values and produce creative design solutions whilst not feeling too restricted in terms of layout and design.
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Contents
Please note that these guidelines are intended for use by design and print specialists therefore some aspects like colour and typographic references relate to the process of producing print ready artwork. If you require any help or advice please refer to the contact page 18 where you will be able to call someone for specific help. SECTION
Pages
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Logo 4-8
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People motif
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Colours 10-11
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Fonts and typography 4
12-16
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Paper stocks
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Design and artwork service – Contact details
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Design and artwork service – Price guide
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1a
Logo – Near Neighbours Reversed out option
Logo name: NearNeighbs_Logo_Rev_CMYK
1) This is the preferred logo and should be used on promotional/marketing items where the graduated purple background is used. There is also a lozenge design (as used on Near Neighbours stationery), for use when white backgrounds are required, see the following page for more information. Please note: apart from the black option, there is not a spot colour version for this logo, therefore the logo must be reproduced out of CMYK.
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1b
Logo – Near Neighbours For use on white background
2) This is the preferred logo when printing the logo on a white background.
Logo name: NearNeighbs_LozLogo_Purple&Grey_CMYK.eps
3) This logo must only be used as a secondary logo option and only in conjunction with the previous (1&2) logo designs.
Logo name: NearNeighb_Logo_PurpleBlk_CMYK.eps
The above two logos are to be used when printing on a white background. If a logo is required for use on a white front/back cover then the lozenge design NearNeighbs_ LozLogo_Purple&Grey_CMYK.eps must be used. If the logo is to be used on a white page within a document, you can apply either design. Once one version has been adopted then that logo must be consistently applied throughout (within) the document. The lozenge logo is to be used on all stationery letterheads and Business cards.
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1c
Logo – Near Neighbours Black printing
4) This is the preferred black logo when printing onto white background.
Logo name: NearNeighbs_LozLogo_Black_CMYK.eps
5) This black logo must only be used as a secondary logo option and only in conjunction with the previous (4) logo design.
Logo name: NearNeighb_Logo_Black_CMYK.eps
When printing in single colour (black) there are two black versions available. If a logo is required for use on a white front/back cover then the lozenge design 'NearNeighbs_LozLogo_Black_CMYK.eps') must be used. The first logo design on this page (4) is the preferred option. If the logo is to be used on a white page within a document, you can apply either design. Once one version has been adopted then that logo must be consistently applied throughout (within) the document. These logos can be used only on single colour (black) documents. The same guidelines apply as specified on the CMYK versions.
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1d
Logo – Near Neighbours Exclusion zone
X
X
X
X
X
X X
X
X
X
Very important The logo must at all times sit in it's own space. An exclusion zone has been set up based on the height of the two lines of type within the logo. It must be emphasised that this is the minimum space, so if possible more space should be applied.
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1e
Logo – Near Neighbours Sizes for logos
A4 page size: Large Logo width = 87mm wide
87mm
Please note: Where possible, the smaller (70mm wide) logo must be used on A4 documents. However, if the design of the cover calls for a larger logo then the larger size of 87mm wide can be used. The widths indicated apply to all logos, reverse out, positive or the lozenge design.
A4 page size: Logo width = 70mm wide
70mm
70mm
A5 page size: Logo width = 54mm wide
54mm
54mm
A5 page size: Logo width = 46mm wide (Where smaller size is required, ie. back cover sign offs)
46mm
46mm
Small logo: Logo width = 30mm wide (This logo is the smallest format that should be used, possible usage would include page footers, business cards when used on text side of card)
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30mm
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People MOTIF Application
People Motif guidelines The people motif is an important part of the corporate identities for both the Near Neighbours and Near Neighbours material and must only be used in the following way. The logo itself must always remain together as a unit and must never be adjusted in any way. However, it is permitted, in some circumstances where space allows, to use the people element of the logo as a decorative watermark effect similar to below. The People logo (right) is a 4% tint of solid black so as to create a very subtle effect. If being printed, the strength of the tint values will depend on the paper stock, ie uncoated paper might produce a different result to printing on a coated stock therefore adjustments may be necessary to ensure a subtle effect.
If the motif is being used on the dark purple (right) then the white people motif must be used and the opacity adjusted so that the red shows through to produce a similar 'watermark' effect. The opacity of the sample below is 10%.
Example 1
Example 2
Please Note: this graphic must only be used when there is a lot of space, with minimal interference from text, photos and graphics. 9
3a
Colour Near Neighbours Purple
Consistency is a key element of the Near Neighbours brand and the value of the correct use of colour can not be underestimated. The corporate colours are purple, black and grey. On any design layout purple should be the dominant colour. The corporate colour for text headings and bullets is the mid Purple below (C72, M70). The light and dark purple are there to create the graduated purple background (see next page for reference) Note: Different mediums can result in a wide variation of colour, ie Powerpoint presentations use projected RGB colour and will produce a bright vibrant visual effect whilst uncoated and coated paper stocks using CMYK or digital print processes can all produce much flatter results (uncoated paper stocks will produce much darker results that the same specification on coated paper stocks) when compared to what you see on screen. Slight adjustments to the colours may be required to counter these effects and maintain a consistent appearance.
Light Purple C = 45 M = 70 Y=0 K=0
R = 129 G = 79 B = 156
Mid Purple
(Text headings and bullets)
C = 72 Y=0 M = 98 K=0
R = 84 G = 31 B = 130
Dark Purple C = 87 M = 100 Y = 31 K = 34
R = 41 G = 18 B = 67
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3b
Colour Graduated purple panels and grey
For background panels (as used as a masthead at the top of this page) a graduated corporate purple has been developed. The graduated purple is created using the three purples in the palette, the light end uses the light Purple, half way point on graduation uses the mid purple and the dark end uses the dark purple as per the examples below. There is also a range of greys when a more subtle background is required.
Graduated Purple panels in CMYK and RGB Graduated purple colour specification CMYK C 45 M 70 Y 0 K 0 RGB R 129 G79 B 156
→
→
C 72 M 98 Y 0 K 0 R 84 G 31 B 130
→
→
C 87 M 100 Y 31 K 34 R 41 G 18 B 67
Grey in CMYK and RGB Colour specifications CMYK K 15
CMYK K 45
CMYK K 65
CMYK K 100
RGB R 212 G 213 B 215
RGB R 140 G 142 B 145
RGB R 100 G 101 B 104
RGB R0 G0 B0
CMYK C 50 M 30 Y 20 K 100 RGB R0 G0 B0
Special Black for large solid panels When printing solid black bands/panels a four colour black (K100, C50, M30, Y20) is recommended. This specification is the same for coated and for uncoated paper stocks.
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4a
Fonts and typography Corporate fonts
Alternate Gothic (Font 1 set as CAPS) is the brand signature font and is to be used for large title headings on covers and front pages and for main headings within body text. Myriad Pro (Font 2) is the font for all body text and subheadings and has a wide range of weights to choose from, please see following pages for further guidance.
Font 1
Font 2
This font is the main signature font for Near Neighbours and must be used for all main headings. The font must always be used in capitals, never use this font in upper and lower case.
Use this wide range of fonts for all body text, charts and diagrams. It can also be used as text sub headings.
Alternate Gothic No 2 BT
MYRIAD PRO
0 1 2 3 4 5 6 7 8 9 10
0 1 2 3 4 5 6 7 8 9 10
ABCDEFGHIJKLMNOPQR STUVWXYZ
ABCDEFGHIJKLM NOPQRSTUVWXYZ
There is also a wide range of condensed styles which are not to be used generally but may be useful when producing diagrams where space is limited.
Myriad Pro Light Myriad Pro Light Italic Myriad Pro Regular Myriad Pro Italic Myriad Semi Bold Myriad Pro Semi Bold Italic Myriad Pro Bold Myriad Pro Bold Italic Myriad Pro Black Myriad Pro Black Italic
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4b
Fonts and typography Font usage and style
Brand style is important It is important for Near Neighbours to convey a consistent style and appearance on all corporate communication material therefore please try and reflect the suggested styles.
Following styles are for guidance only
Freedom to be creative This is intended to guide the designer/ artworker as to the look and feel for the brand. It is hoped that the designer/artworker can capture the spirit and overall feel for the identity whilst having the freedom to express the brand values and produce creative design solutions and not feel too restricted in terms of layout and design.
Font sizes and style are for guidance only. It is accepted that there will be times when text heavy documents dictate smaller type sizes for body text. The examples on the following pages are provided to give general guidance to the desired look and feel for the typography.
Headings set on one or two decks
White space important It is important that the designer upholds the open and clean look to the typography created by maintaining the relationship between leading, space after paragraphs and margins around text.
Maintaining text and space ratios Establishing the correct relationship between the body text point sizes and leading and supporting this by creating white space around the layout is vital to maintaining the brand identity. You will notice from the following examples that the body text has 3pt extra leading (more than the actual point size of the text), please try and maintain this relationship whenever possible. The main headings set in Alternate Gothic have closed up leading so that when headings run onto more than one line they are set close together.
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The headings must ideally be either one or two decks (2 lines) as a three deck heading can be hard to read if the line lengths are too long. If the design/layout calls for three deck headings, it might be permissible if line lengths are not too long. It is very important to maintain consistent sizing of headings throughout documents.
Colour application For guidance on colour application please refer to the colour specifications page (Section 3). The red for headings and subheadings will be the darker of the two red options (Red 2). Please ensure that the correct colour swatch is used depending on whether the document is being printed on coated or uncoated paper stocks.
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Fonts and typography Font and style examples 1 and 2
Example 1
article title IN Alternate Gothic WITH GREY second line for emphasis Subheading set in Myriad Pro Regular Intro text set in Myriad Pro bold, this example is set in 12/15pt – 60% tint of black. Dienium consimo rsulatia derfes co prori confec obus paris scitam omni facciis vidiis ina, autem que de caedo, nos, quos in Itabit, C. Vala no. Mul vernum ia ad seri publi peruscris. Gravesse audeperissa nunum aperende cavenat imusquiureni in te perions ocrit, maximanunt? Ehenihic issim Example 2
LARGEr HEADings can be used to give more impact Subheading set in Myriad Pro bold
Intro text set in Myriad Pro bold, this example is set in 12/15pt – 60% tint of black. Dienium consimo rsulatia derfes co prori confec obus paris scitam omni facciis vidiis ina, autem que de caedo, nos, quos in Itabit, C. Vala no. Mul vernum ia ad seri publi peruscris. Gravesse audeperissa nunum aperende maximanunt? Ehenihic issim.
Text heading in Alternate Gothic Body text set in Myriad Pro regular, this example is set in 10/13pt. Ommod quiatin coraepudis sent laborep eruptat autaepe riatem dolendit ut maioreium ipsaped ut estotatur? Ro teculpa dollis doluptibus suntem nati consequunt. Ficilitam cum et et demque doleceperum secuptas int.
Text sub heading in Myriad Pro Bold Ihilignissus re volupiendi aborum as magnimi libus, sequidelis ent evelis quae. Ut volorite lanissit qui nost, offic tet prae. Itassi occume magnatem laciligenim fuga. To cum facea qui aute officia culliquis dolupti
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sciisque possi iumquis eicilis re reperum nimagnisima quodis eosam acepedi doluptaspiet optias siment venditae. Pario. Et aut ut vel ius dis am quaes aut int voloratis evelest fugiaec uptissi tissit minciis. Odignatia que nonsectem volorrovit molupist omnihilla vellaborem que verit rem rem fuga. Tas imenis maximil id ea volo con reresto maiorio. Or recaborepudi volum fuga. Nam qui aut incidust es consequ unditae dereicil magnis as secusdandi omnimet el il ipit fugit, quibus et et quam eosti bea debis voluptatibus delendae lam, quis moluptiat. Xim que quas rerionseque omniminis explandam, con conseque ni ressundamus ium quiam.
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Fonts and typography Font and style examples 4
Example 3
Heading in black red second line Subheading set in Myriad Pro bold Intro text set in Myriad Pro Bold, this example is 12/15pt – black. Dienium consimo rsulatia derfes co prori confec obus paris scitam omni facciis vidiis.
Bullet points: (Sub head style above is 12/15 Myriad Pro Bold, 60% tint of black. This black italic text is 10/13pt Myriad Pro Light Italic).
• Size of bullets should align with the 'x' height
– The bullets should be round and coloured Red 1. Text indent should be set at 4mm.
Sub bullet points – If sub bullet points are •
Ina, autem que de caedo, nos, quos in Itabit, C. Vala no. Mul vernum ia ad seri publi peruscris. Gravesse audeperissa nunum aperende cavenat imusquiureni in te perions ocrit, maximanunt? Ehenihic issim. volorporeped utem rehenihit et quaecullab in cum dolene voluptat. Fugia pro test officiat. Namentem ant vendi quia nonsequi si ant. Int harciatintem eos que.
required these should be the 'option 8' bullets set at the same point size as the text and will be smaller than the main bullet points. The 2nd indent should be set at 8mm. The bullet should be a 60% tint of black to create a dark grey bullet. The position of the bullet should align centred on the 'x' height of the text.
a) Footnote text: This footnote text has been set in 8/10 Myriad Pro Light Italic, if emboldening is required then Myriad Pro Italic can be used
Example 4
Main body text heading This sub head is set on 12/15 – bold Intro text set in Myriad Pro bold, this example is 10/13pt – Sometimes bold introductions are used at the start of an article, if this is required the style can either be black, tint of black (grey) or red, the choice of colour will depend on how much emphasis needs to be placed on the text. Whatever style is used it must be applied in a consistent way throughout the document... you must not mix and match styles.
Headings can be reversed out of panels
Body text set in Myriad Pro regular, this example is set in 10/13pt. The preferred body text style is Myriad Pro Regular (upper and lowercase) set in 10/14. Space after is 2mm. No space before.
“The quote here has been set in 10/13 – Nobis as mos elestiis in porerspic tem quam re autem andae volorporeped utem rehenihit et quaecullab in cum dolene voluptat.
This sub sub head has been set in 11/14 bold
Fugia pro test officiat. Namentem ant vendi quia nonsequi si ant. Int harciatintem eos que officie ndellorios ea sunt,
Ina, autem que de caedo, nos, quos in Itabit, C. Vala no. Mul vernum ia ad seri publi peruscris. Gravesse audeperissa nunum aperende cavenat imusquiureni
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4e
Fonts and typography on-line publications
Corporate Documents for website viewing Maintaining brand style whilst being easy to read As documents are to be read on computer screens larger point sizes and leading are recommended. Please try to maintain the type to space ratios as mentioned in the typography introduction (Section 4b). The leading below has been opened up a bit more to help on-line reading. Main heading point sizes can vary to suit space available as long as there is a clear hierarchy of main heading/sub heading to text ratio.
This Main heading has been set in 24/26 This sub heading is set in 14/17 – Myriad Pro bold Body text set in Myriad Pro regular, this example is set in12/15pt. The preferred body text style for all documents being viewed on-line is Myriad Pro Regular (upper and lowercase). This larger point size is required so that text can be easily read on screen without the need to zoom into page.
This sub sub heading has been set in 13/16 – Myriad Pro bold Ideally the text should have no tracking at all but if necessary then tracking must stay within -20 and +20.
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Paper stock Uncoated/coated paper stocks
Ensure consistent paper stocks are used It is important for Near Neighbours to convey a consistent style and appearance on all corporate communication material therefore please print onto paper stocks as listed below or source equivalent stocks to match whiteness and quality of paper. All promotional marketing material such as leaflets, booklets, flyers and brochures must be printed on Horizon Offset or an equivalent white uncoated paper stock. Items such as business cards and folders can be printed onto Satimat Silk, or an equivalent quality stock.
Environmentally friendly The paper stocks have been carefully selected not just for the quality of the paper but also for their environmentally friendly production processes. Satimat Silk – A triple coated silk providing an excellent surface and bright white shades. It is manufactures with 15% recycled fibre and is FSC certified. It is ideally suited to multi colour printing and is guaranteed for digital. It has market leading press performance and fast ink drying. It is manufactured at a mill in France which is ISO9001, ISO14001, OHSAS and FSc certified. Website link for Satimat Silk: http://www.ebbpaper.co.uk/p_satimat.php Horizon Offset – A comprehensive range of offset and multipurpose papers suitable for numerous applications. Bright white shade with a smooth finish and excellent opacity and a proven quality suitable for most printing processes including laser printing. It is manufactured at a mill in Germany which is ISO9001, ISO14001, FSC certified. Website link for Horizon Offset: http://www.ebbpaper.co.uk/p_horizon_offset.php
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Preferred paper stock and weights:
• A4 + A5 leaflets and most promotional marketing material 190gsm – uncoated (Horizon Offset).
• Booklets cover weight 250gsm – uncoated (Horizon Offset). Text weight 150gsm – uncoated (Horizon Offset).
• Letterheads
100gsm laser
• Business cards 400gsm silk art
• Folders
400gsm silk art
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Design & artwork service Useful contacts
It is important to convey a consistent style and appearance on all marketing/ communication material in order to ensure that a constant design approach is achieved. To this end, a design and artwork service has been established, contacts for which you can find on the next page. If however you wish to use a local design/printing company to produce marketing material you must ensure that they adhere to these guidelines.
CONTACTS
Selsdon Studio
T 020 8406 1010 Chris Allen E chris@theupperroom.co.uk Tom Horner E tom@theupperroom.co.uk The Upper Room, 4 Foxearth Spur, South Croydon CR2 8EP www.theupperroom.co.uk
Lowestoft Studio
T 01502 531 258 Geoff Stevens E geoff@theupperroom.co.uk The Upper Room, 97 Normanston Drive, Lowestoft, Suffolk NR32 2PX www.theupperroom.co.uk
Church Urban Fund
Jeremy Aspinall Church Urban Fund T 020 7898 1856 E jeremy.aspinall@cuf.org.uk
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Design & artwork service Price guide
In order to make things simple we have provided a basic price list for the design and artwork element of producing marketing items. However, if you can't see what you are looking for please get in touch with Chris Allen, Tom Horner or Geoff Stevens, see contact numbers on previous page.
PRICE GUIDE for design and artwork (not including cost of printing)
Business cards £50
A5 B rochures, Leaflets, Newsletters and Case Studies:
Letterheads and compliment slips £80
2pp A5
£120
4pp A5 £180 Posters (based on a leaflet/brochure design) £50
6pp A5 £240 8pp A5 £300
Pop up banner £50 DVD graphics (disc label) £50 E-mail footers £30
A4 B rochures, Leaflets, Newsletters and Case Studies: 2pp A4 £160 4pp A4
£240
6pp A4 £320 8pp A4 £400
These costs are guides only and are based on existing design styles. The final production costs can be confirmed upon site of final text.
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