BRAND GUIDELINES
HELLO.
Welcome to LegenDerry Food & Drink brand guidelines. These guidelines outline the rules of how best to use our visual and verbal identity.
We’ve created a look and feel that gives us the opportunity to engage with our many audiences on many different levels. We’re a commercial public facing entity with many different communication touch points, so it’s important for us to have flexibility across our image strategy that keeps us fresh and relevant. We also need to have a distinct look and feel which means we are consistent in our layouts, logo and communications.
VISUAL & VERBAL IDENTITY
BRAND IDENTITY ON WHITE
BRAND IDENTITY ON BLACK
The Central Value
The central value will be a derivative of the fundamental human need, depending upon the exact nature of the brand:
Pleasure
Satisfaction
Joie de vivre Indulgence
Enjoyment
Gratification
Thrill
Contentment Happiness Fulfilment
VALUES
BRAND
Enjoyment Welcoming Passionate Authentic Vibrant Cultural Memorable BRAND VALUES
Rokeach’s Fundamental Human Need:
Pleasure: An enjoyable life
The Sensualist
To pursue enjoyment through sensory experiences
McCadden Brand Archetype Cards v3.indd 16 06/02/2019 10:20 BRAND ARCHETYPE
LOGO- ON BLUE LOGO- ON RED LOGO- ON GREEN LOGO- ON YELLOW LOGO ON COLOURED BACKGROUND
PMS 7540
RGB 62 177 200
HEX/HTML #3EB1C8
PMS 375
RGB 151 215 0
HEX/HTML #97D700
RGB 255 184 28
HEX/HTML #FFB81C
# 4B4F54 Grey BLACK 0C 0M 0Y 100K 0R 0G 0B # 000000 Black PRIMARY COLOUR PALETTE SECONDARY COLOUR PALETTE
67C 54M 46Y 40K 75R 79G 84B Green PMS 631
CMYK 67 2 11 0 Blue
CMYK 40 0 98 0 Yellow PMS 198 RGB 223 70 97 HEX/HTML #DF4661 CMYK 0 85 41 0 Red PMS 1235
PALETTE
CMYK 0 25 94 0 COLOUR
Avenir Next Condensed Regular
MAC FONT - HEADLINES
MAC Font - Body Copy
franchise regular ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
Avenir Next Condensed Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
TYPOGRAPHY
Abadi MT Condensed Light
Abadi MT Condensed Light ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 PC Font - Body Copy
TYPOGRAPHY
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Abadi MT Condensed Bold
Exclusion zone is one Y space all around the logo
LOGO
EXCLUSION ZONE
DO NOT USE THE LOGO WITHOUT THE STRAPLINE
DO NOT USE COLOURS THAT ARE NOT IN OUR PALETTE
DO NOT CHANGE THE TYPEFACE OR CREATE YOUR OWN VERSION OF THE LOGO
DO NOT STRETCH OR COMPRESS THE LOGO TO FIT IN A SPACE
LOGO DO NOTS
LOGO ROUNDEL
ESSENCE
BRAND
ESSENCE
BRAND
BRAND APPLICATION
PRODUCE | EXPERIENCES | EVENTS
LOCAL
KEEPIN’ IT STREET.
LOCAL PRODUCE | EXPERIENCES | EVENTS TAKIN’ IT LO & SLO.
ROLL - UPS
POWERPOINT TEMPLATES
MEMBERS’ PACK RUBBER STAMPS, STICKERS, WINDOW STICKERS, DIGITAL TOOLKIT & BOOKLET
If you have any problems or doubt on any element of these brand guidelines, visual identity or use of the corporate identity please contact us.
Catherine Goligher Food Tourism Project Officer
Derry City & Strabane District Council Marketing, Branding & Promotion Section Business & Culture Directorate
98 Strand Road Derry BT48 7NN Tel: (028) 71 253 253
catherine.goligher@derrystrabane.com