Victoria BID – Basic Identity Guidelines
Basic Identity Guidelines Version 1.0 July 2012
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Victoria BID – Basic Identity Guidelines
Contents
Introduction
Introduction 03
These guidelines will familiarise you with the Victoria Business Improvement District brand, and show you how to use it.
Background 04 Our Logo
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– Logo Verisons
08
– Clearzones and Minimum Sizes
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– Incorrect Usage
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Our Themes
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Brand Elements
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– Colour Palette
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– Typography
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– Photography
30
– Photography Usage
32
– Using Captions
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Earth Creative Strategies South Wing, Somerset House, Strand, London, WC2R 1LA +44 (0)20 7845 5840 studio@earthbranding.com
If you have any further questions after reading, please contact the brand guardians, Earth Creative Strategies. The Victoria Business Improvement District logo and brand assets may only be used by those authorised to do so and users must comply with the guidelines that follow.
Victoria BID – Basic Identity Guidelines
Background Victoria is different from any other London district – and we revel in that difference. Historically it has been the epicentre of political and symbolic power in London, from the political village of Westminster to the home of royalty at Buckingham Palace. The arrival of the railway station transformed Victoria into one of the capital’s busiest transport hubs. In the modern day, Victoria has become a powerful centre for business, retail and culture. In contemporary life, the story of Victoria is gaining even more pace as the district continues to welcome further significant developments. In Victoria old meets new and culture meets business in a delightful blend of variety with the exhilaration of city life. London starts here...
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Victoria BID – Basic Identity Guidelines
Our Logo Our new brand mark reflects the heritage of Victoria whilst also demonstrating it has a flourishing future. All our communications must, therefore, demonstrate this. We want to appear open and accessible, transparent and accountable. As an elected body, above all else, The Victoria BID must communicate the difference we are making throughout all of our collateral.
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Victoria BID – Basic Identity Guidelines
Solid
Logo versions The Victoria BID logo is available in a series of versions, both stacked and horizontal, and in a series of colours. The logo colour should be selected based on the palette of the communication it appears on. It should always conform to the usage guidelines on the following pages.
Stacked versions Gradients
1-colour
Black and white
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Victoria BID – Basic Identity Guidelines
Logo versions
Solid
The Victoria BID logo is available in a series of versions, both stacked and horizontal, and in a series of colours. The logo colour should be selected based on the palette of the communication it appears on. It should always conform to the usage guidelines on the following pages.
Horizontal versions Gradients
1-colour
Black and white
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Victoria BID – Basic Identity Guidelines
Logo versions
Solid
There is also a monogram version of the logo available in a series of colours. This is for use as a mark of endoresement when the whole logo is not necessary.
Monograms Gradients
1-colour
Black and white
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Victoria BID – Basic Identity Guidelines
Clearzones and minimum sizes
Horizontal logo clearzone
The Victoria BID logo should always appear within its own space. A clear zone has been designed for each logo version to ensure no other graphic elements intrude too much upon the brand mark. To ensure legibility of the strapline the logos should never appear any smaller than the minimum sizes shown here.
Stacked logo
20mm
Monogram
5mm 18mm
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Victoria BID – Basic Identity Guidelines
Incorrect logo usage To ensure consistency please avoid the following when applying our logo, in print and on-line.
A P L A C E T O S TAY
DON’T alter the colours of the logo
DON’T a ttempt to recreate or change the typeface on the logo
DON’T c rop the logo
DON’T alter the strapline or attempt to create alternatives
DON’T create tints of the logo
DON’T s quash or stretch the logo
DON’T rotate the logo
DON’T s how the wordmark without the accompanying monogram
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Victoria BID – Basic Identity Guidelines
Our Themes We work across a number of themes. When referring to each of these themes, the icons shown below must be used to reference the theme.
Clean & Green
Safe & Secure
Prosperous Economy
Destination Victoria
The BID is championing a sustainable green agenda for Victoria and is looking to become the leader in the development of sustainable business environments.
Guided by local businesses and organisations with a view to ensuring the Victoria BID team reposition and strengthen the area as a safe and secure district for business to flourish.
The BID has continued to champion the revitalisation of Victoria’s economy, encouraging a rich and vibrant mix of businesses that enhance Victoria as an attractive place to live work and visit.
Victoria is a major gateway for visitors and tourists passing through to visit some of the country’s most iconic sites. Victoria is also home to an abundant mix of hotels located around the SW1 area. The BID will develop a strategy that builds upon the strong cultural offer in the area, but looks to address issues raised within the perception analysis to encourage increased footfall and visitors into the area.
Victoria BID – Basic Identity Guidelines
Brand elements
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Victoria BID – Basic Identity Guidelines
Colour palette We have a broad colour palette which includes neutral shades and a set of accent colours. The accent colours should be used to complement imagery or supporting graphics. The accent pairs should not be combined, but used individually alongside the neutral palette.
Neutral palette
Primary colour
C: 00 M: 00 Y: 05 K: 05
PANTONE 7658 C: 66 M: 88 Y: 44 K: 44
SCREEN R:251 G:249 B:248 #FBF9F8
SCREEN R:74 G:36 B:68 #4A2444
Accent colours
PRINT Pantone 158 PANTONE 0 50 100 0 CMYK: 158 C:RGB: 00 M: Y: 100 00 50247 148K:29
PANTONE 381 C: 60 M: 00 Y: 100 K: 00
PANTONE 301 C: 100 M: 30 Y: 02 K: 24
PANTONE 1945 C: 05 M: 92 Y: 43 K: 17
SCREEN HTML: f7941d R:247 G:148 B:29 #F7941D
SCREEN
SCREEN
SCREEN
R:114 G:191 B:68 #B2D234
R:40 G:98 B:142 #28628E
R:194 G:47 B:88 #B05468
PRINT C: 12 M: 05 Y: 08 K: 28 SCREEN R:179 G:181 B:181 #B3B5B5
Pantone 421
PRINT C: 00 M: 00 Y: 00 K: 94 SCREEN R:104 G:104 B:105 #686869
179 181 181
PANTONE 2593 C: 57 M: 99 Y: 08 K: 00
PANTONE 7549 C: 00 M: 27 Y: 100 K: 00
PANTONE 380 C: 30 M: 00 Y: 100 K: 00
PANTONE 2995 C: 89 M: 00 Y: 01 K: 00
PANTONE 199 C: 00 M: 96 Y: 80 K: 00
b3b5b5
SCREEN
SCREEN
SCREEN
SCREEN
SCREEN
R:134 G:41 B:133 #872B87
R:254 G:190 B:16 #FEBE10
R:191 G:215 B:48 #CFDD27
R:13 G:157 B:219 #0D9DDB
R:238 G:44 B:60 #DD5061
CMYK:
0 0 0 40
RGB: HTML:
Pantone 426 CMYK:
0 0 0 90
RGB:
104 104 105
HTML:
686869
Victoria BID – Basic Identity Guidelines
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Typography Our primary brand type family is Clarendon and is employed in two weights which should be used for headlines over all communications. Our secondary brand type family is FS Albert and is used in a series of weights to define hierarchy over all other written information.
Primary typeface: Clarendon This popular slab-serif was created in 1845 by Robert Besley. Clarendon is a warm slab serif, steeped in British heritage.
Secondary typeface: FS Albert Designed by Fontsmith in 2002, FS Albert is a warm, sensitive face with a big personality. It’s a friendly sans serif font; shapely, flexible and modern.
Clarend
FS Albert
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Victoria BID – Basic Identity Guidelines
Typography
Alternative fonts
Headlines are set in Clarendon Regular
Where Clarendon is unavailable please use the system font Georgia
Clarendon Roman
Georgia Bold
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890
All other text is set in FS Albert Light and Regular
Where FS Albert is unavailable please use the system font Calibri
FS Albert Light
Calibri Regular
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890
FS Albert Regular abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890
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Victoria BID – Basic Identity Guidelines
Typographic hierarchy Example styles to demonstrate the type hierarchy. Folios FS Albert 9/12pt
Section 3: Destination Victoria
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There’s so much more to see in Victoria than meets the eye, the walking tours programme is a fantastic way to learn about the rich history and really get a feel for the area’s hidden gems.
Pullquote FS Albert Regular 15/18pt
Destination Victoria
Headline Clarendon Roman 25/34pt
Luke Shires – BID Board member
Victoria BID’s programme of activity has developed into a robust and vibrant menu of events ranging from historical walking tours, seasonal food markets with local traders, pop up and one off promotional activity with specific call to actions and events targeted to the larger corporates going into their offices delivering activities; all showcasing the area’s culture, open spaces, retail and leisure offer and more.
Standfirst FS Albert Light 15/18pt
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These events were very successful in strenghthening the BID brand, increasing footfall and generating national PR for Victoria and the BID project.
In Pictures 2.
3.
Captions FS Albert Light 8/10pt
4.
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Victoria BID achieves a Guiness World Record
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Victoria Street, the heart of SW1
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Spring market in Cardinal Place
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Christmas lights outside House of Fraser
As well as encouraging the wider community and visitors to engage with the programme through our marketing and PR we have seen a number of key events take place, which will gain momentum year on year within the BID community. We have sought ways to be creative with the space available to hold events as well as creating a programme which is relevant and interesting to our target audience whist achieving the BID’s core objectives for the Destination strategic theme. In response to the Visioning and Work programme
Development Workshop held at the beginning of the financial year, members were keen to see more BID branding throughout the events programme with more high profile content and impact.
Body text FS Albert Light 9/12pt
This year we’ve already delivered two key events of this nature to showcase Victoria in the run up to the Queen’s Diamond Jubilee. These events were successful in strengthening the BID brand, increasing footfall and generating national PR for Victoria and the BID project.
Pull-out text FS Albert Light 8/10pt
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Victoria BID – Basic Identity Guidelines
Photography Where possible, photographs should be taken within the Victoria BID boundary, to ensure authenticity.
It is better to include real people to help show day-to-day life in Victoria.
Juxtaposition between the old and new buildings can be helpful, as well as showing dynamic shots of buildings.
Photographs of people in their place of work help them become more believable.
Interesting viewpoints and shallow depth of field can help set a scene more effectively.
Victoria BID – Basic Identity Guidelines
Photographic treatment When photography is required for a front cover or section title, the images can be treated to portray the idea of the brand living within the Victoria BID area. One way to achieve this is to integrate the graphic elements into the photography. This should always be executed by a qualified photo retoucher.
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Victoria BID – Basic Identity Guidelines
Photography – captions When you are using a number of images, and you need to explain what they are, we have a caption system which involves taking of the corner of the image to form the shape of a “V”.
Creating the “V”
Example of caption system in use
2.
1.
1.
3.
In Pictures
Caption number placed at bottom left of image, inside the “V”
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ost to the work of our H most creative designers
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igh quality bars and H restaurants for relaxing and catching up
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I deal for purchasing gifts and those little luxuries