PORT TALBOT
HARBOURSIDE People, Places, Business
BrandGuidelines 2012
1.0
Introduction The purpose of these guidelines is to explain the use of the new brand style and to reinforce consistent application of the visual elements in all communications. This includes publications, presentations, and all other marketing materials both online and ofine. Guidelines on the use of the logo are included.
Contents:
1.0 Introduction
1.0 Introduction 2.0 The Logo Design 2.1 The Logo Usage 3.0 Colour Scheme 4.0 Typography 5.0 Brand Application 6.0 Contact Details
Brand-identity Guidelines - 2012
1.
Your new “identity”
Your corporate identity is the face and personality presented to the global community. It’s as important as the products and services you provide. Your identity is the total effect of your logos, products, brand names, trademarks, advertising, brochures, and presentations— everything that represents you. Because the brand cannot be compromised, we’ve created this guide to provide all the pertinent specifications you need to maintain its integrity. The guidelines set in this document are not meant to inhibit, but to improve the creative process. By following these guidelines, the materials you create will represent your company cohesively to the outside world.
Page Edge
The conceptual background The aim of your identity mark is to promote your brand and attract your key target audiences. The conceptual background to this identity evolved through market research and the regeneration/development objectives of the NPT Harbourside project. By using a balance of the straight edge shapes to construct a sense of strategic development and the soft curves of the wave shape below, which embody the harbourside/dock area that Neath/Port Talbot is famously known for. These aspects work together, and with the use of the colours used within the Neath Port Talbot Council branding, this brand comfortably relates as a subbrand while at the sametime can represent itself as a seperate entity. The main aspect used when considering the concept are: Investment (Locally and worldwide) Development (Town centre and harbour area) Infrastructure (Communication and employment) Strategic regeneration Tourism and leisure Transport
1.0 Introduction
Brand-identity Guidelines - 2012
2.
2.0
The Logo Design The company logo is an important and valued graphic element and must be used consistently and appropriately, even minor variations will undermine and compromise the image of the branding.
2.0 The Logo Design
Brand-identity Guidelines - 2012
3.
Primary logo - in colour
2.0 The Logo Design
Brand-identity Guidelines - 2012
4.
Primary logo - Black and White
2.0 The Logo Design
Brand-identity Guidelines - 2012
5.
2.1
The Logo Usage Always use master artwork when reproducing any logo design. It should never be recreated under any circumstances. Always ensure you are using the correct artwork for the application. When reproducing any logo elements, only the original high resolution or vector graphic ďŹ les shall be used - logos should not be taken from this document.
2.1 The Logo Usage
Brand-identity Guidelines - 2012
6.
Exclusion Zone
x 21 mm
10 mm
x
Make sure that text or other design elements do not encroach upon the logo. The marked space should always be given to let the logo ‘breathe’, free from distraction.
Minimum reproduction size In the primary logo format a minimum size must be adhered to so that legibilty is retained. In exceptional circumstances where space is below the recommended size, adjustments may have to be made to balance the shape and visibility.
2.1 The Logo Usage
Brand-identity Guidelines - 2012
7.
Do’s Correct! The logo’s shape is consistent with the initial design, retaining balance and legibility.
Don’ts Wrong! The logo has become distorted from it’s designed aspect ratio, therefore stretching or squshing the shape and text. If the space is restrictive, the scale of the logo (not the dimensions) must be adjusted to fit.
2.1 The Logo Usage
Brand-identity Guidelines - 2012
8.
Do’s Correct! The logo is clear and visible, set in primary colours onto a backdrop which shows contrast. Although the backdrop is not white, the colours have been adjusted accordingly to work with the design.
Don’ts Wrong! The backdrop for the logo’s placement is too similar to the primary colour - it lacks visibilty and contrast. To fix this problem, you can either select a contrasting base colour, or switch to one of the secondary colours assigned to the logo.
2.1 The Logo Usage
Brand-identity Guidelines - 2012
9.
Do’s Correct! The logo has been used in the fashion it was designed. A consistency has been achieved in how it is seen.
Don’ts Wrong! Important elements within the logo have been distorted, enlarged or shrunk, affecting the balance and design. A consistent layout is essential across all media, and by changing key elements it will introduce confusion into the brand.
2.1 The Logo Usage
Brand-identity Guidelines - 2012
10.
Do’s Correct! The logo is presented in it’s primary colours using the primary typeface that has been selected for the logotype.
Don’ts Wrong! A colour outside of the selected brand colour scheme has been used. This is not recommended as it confuses the brand image.
2.1 The Logo Usage
Brand-identity Guidelines - 2012
11.
Content
Content
In most cases, use of one company logo is all that is required. If an advertiment is made by your company then that logo is usually all that is required for recognition by your audience and/or customers.
2.1 The Logo Usage
Brand-identity Guidelines - 2012
12.
3.0
Colour Scheme Accurate reproduction of the brand colour scheme is essential in communicating a clear and consistent message about the company image. The Pantone colours should be used wherever possible, with CMYK / RGB being matched as closely as possible depending on the materials and print process. Black and white are acceptable as accent colours, in addition to the colours within the assigned scheme.
3.0 Colour Scheme
Brand-identity Guidelines - 2012
13.
Pantone colour ref.
CMYK
RGB
HEX
Brand Colour logo / main background / business cards
Pantone 7731 C
79 / 17 / 100 / 3
57 / 157 / 70
#399846
Brand Colour logo text / secondary background / accent
Pantone 558 C
38 / 7 / 49 / 0
164 / 199 / 153
#A4C799
Brand Colour highlighting / second accent
Pantone 7461 C
89 / 57 / 5 / 0
19 / 108 / 174
#136CAE
Text / Content Colour
Pantone 123 C
100 / 100 / 100 / 100
100 / 100 / 100
#999999
Background / Base Colour
Pantone 123 C
100 / 100 / 100 / 100
100 / 100 / 100
#999999
Background / Base Colour Alt.
Pantone 123 C
100 / 100 / 100 / 100
100 / 100 / 100
#999999
Base Colour
Pantone 123 C
100 / 100 / 100 / 100
100 / 100 / 100
#999999
3.0 Colour Scheme
Brand-identity Guidelines - 2012
14.
Examples of how the primary logo deals with alternative colour backgrounds.
This also applies to the logo’s placement over a photographic background, pattern, visual graphics or other media.
The only ‘rules’ are that the colours do not clash and that there is a level of contrast (or difference) between logo, typography and it‘s specified backdrop. Use of black and white logos should be used with relevant backdrop.
3.0 Colour Scheme
Brand-identity Guidelines - 2012
15.
4.0
Typography The primary typeface is Gotham with a secondary Journal to complement the primary. These have been carefully selected to best represent the brand image, and must be used to retain consistency - especially within the logo. Replacing fonts with alternatives should not be done under any circumstances.
4.0 Typography
Brand-identity Guidelines - 2012
16.
Primary Typeface (Logo, Sub headings)
Gotham (Light)
a b cd efghijklmn o p qrstuv w x yz ABC D EFG H IJ K LM N O P Q RSTU V W X Y Z 123 45 678 9 0 ! @ £$%^&*( ) ¡ €#¢ ∞§¶•ª º - – _ =+{ }[ ];: / \ , .~ å∫ç ∂´ƒ ©˙^∆˚¬ µ~ø π œ ® ߆¨√ ∑≈ ¥Ω
PORT TALBOT
HARBOURSIDE People, Places, Business
Gotham (Book)
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Gotham (Bold)
a b cd ef g h i j k l m n o p q r s t uv w x y z AB CD E FG H IJ K LM N O P Q R STU V W X Y Z
PORT TALBOT
HARBOURSIDE People, Places, Business
12 3 45 678 9 0 !@£ $%^&*( )¡ €# ¢ ∞ § ¶•ª º - – _=+{ }[] ; : / \ , .~ å∫ç ∂´ƒ©˙^∆˚¬ µ ~ øπ œ ® ߆¨√∑≈ ¥ Ω
4.0 Typography
Brand-identity Guidelines - 2012
17.
Secondary Typeface (Straplines, Quotes)
Journal (Regular) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@£$%^&*()¡€#¢∞§¶•ªº-–_=+{}[];:/\,.~ å∫ç∂´ƒ©˙^∆˚¬µ ~ øπœ®ß†¨√∑≈¥Ω
4.0 Typography
People, Places, Business Inspiring change Investing in the future Brand-identity Guidelines - 2012
18.
5.0
Brand Application These stationary designs show how the brand should correctly be applied to materials. When materials used to represent the business, the brand guidelines should be strictlt follow to avoid jeopardizing the company image.
5.0 Brand Application
Brand-identity Guidelines - 2012
19.
5.0 Brand Application
Brand-identity Guidelines - 2012
19.
6.0
Contact Details Company:
Equinox Communications
Designer:
Tom Gamblin
Email:
tom@equnioxcommunications.com
Web:
www.equinoxcommuncations.com
Twitter/Skype:
@tgamblin