Portsmouth City Council Brand Identity Guidelines by Whitelight Creative

Portsmouth City Council Corporate Identity Guidelines

The contents page number Section 1 - Introduction

Section 2 - The Basics

• The golden rules to communication • How we can work with you

3 4

• The logo • Colour • Corporate fonts and typefaces

6 10 12

Section 3 - Stationery

• Introduction • Letterheads • Compliment slips • Business cards • Fax and memos • Forms and NCR pads

Section 4 - Printed literature

• Print items • The bar: what is it and how to use it • A4 examples • A5 examples • DL examples • Poster and bus examples • The bar: colours • Document covers - titles and straplines • Document covers - selecting an image • Do I have to use photography? • Paper stock

15 16 19 22 24 27

29 30 32 35 38 41 43 44 45 47 48

page number Section 5 - Partnership branding • Partnerships • Co-branding • Other agencies • Council support, funding and contract work • Approved accreditations

50 52 54

55 56

Section 6 - Electronic Communication

Section 7 - Advertising

Section 8 - Vehicle livery

Section 9 - Site boards, hoardings and exhibition stands

Section 10 - Uniforms

Section 11 - Accessibility

Section 12 - Elected members and The Lord Mayor

• Websites • Emails • Powerpoint

58 59 60

Introduction Corporate Identity Guidelines

Portsmouth City Council Corporate Identity Guidelines

Reputation

The way that we present ourselves is a major factor in how we are perceived by our customers, partners and people who have an interest in our service.

Identity The corporate logo – the organisation’s badge Image What we, our customers and partners think about us our goals and aspirations Brand A name, symbol or design that identiﬁes our service to our customers Values The things that guide our actions

Our identity is our commitment and assurance to our residents and customers of a well-managed city. We are accountable for the services, activities and facilities that we provide and have a duty to explain to taxpayers how their money is spent. There is substantial evidence that the use of secondary identities or an excess of logos simply confuses the public. It is likely that many people or organisations, other than Portsmouth City Council and our major partners do not understand or recognise the excessive number of logos and symbols we use. We therefore need to apply our corporate identity constantly, across everything we do in order

for people to recognise and understand the range of work that is carried out by Portsmouth City Council and its employees. The more we apply and use the corporate identity the more it will work for us to raise awareness, improve satisfaction and develop conﬁdence. This guide, which is applicable to all services, will reinforce and protect the application of Portsmouth City Council’s identity and help you and our suppliers to correctly use it. It will show that we operate as one council not a series of disparate departments.

Portsmouth City Council Corporate Identity Guidelines

The golden rules of communication Better communication leads to recognition and improved customer satisfaction • Communication is everyone’s responsibility • When producing reports or delivering projects think about the communications risks and benefits at draft stage • Always, always use Portsmouth City Council’s logo. Get advice from your directorate corporate communication officer. Contact details are on IntraLINK • Don’t initiate or commission publications, advertising or web design without talking to the Corporate Communications team first – we will be able to help; at the very least we can give advice and information on the organisations preferred suppliers

• Remember the needs of the residents. We need to consult when we make service changes, and build responses into policy • Talk to your manager, colleagues and Key Communicators – spread the word about improvements you’ve made and ideas you’ve got • Be realistic – you may not be able to get a full feature in the local paper or TV channel for everything you think deserves good publicity – but Corporate Communications will work with you to try to ﬁnd the best PR for your campaign/ event/service • Always use plain English and the PCC house style which can be found on IntraLINK when writing – this ensures you treat all customers in a consistent way

Portsmouth City Council Corporate Identity Guidelines

How we can work with you The Corporate Communications team: • Provide advice and guidance on publications, communications and collateral – working with directorates to produce quality documents which meets the needs of our customers • Are responsible for internal communication initiatives – for example LINK, Key Communicator Network and staff information

• Provide advice and guidance on internal corporate communication messages – for example Local Pay Review, the new stationery contract and the new print contract

• We issue news releases to local and regional media, including TV, radio and newspapers, as well as targeting certain media or trade press for speciﬁc campaigns or initiatives

• Develop and support all e-communication within PCC including the design of the corporate website and IntraLINK

• advise on leaﬂets, posters and advertising campaigns

• Co-ordinate Intranet and Web authors/Editors • Co-ordinate, write and edit the Flagship magazine, the A-Z of services and the staff Annual Review • Provide advice and guidance on corporate identity, design and publications – negotiate and liaise with both internal and external customers to provide advice on the PCC corporate identity guidelines, as well as negotiating with designers and printers to ensure best value • Provide advice and guidance on plain English – PCC holds corporate membership to the plain English company and this underpins all of our communications

• Provide value for money graphic design to PCC directorates • Manage the PCC Media Store - which is a database of images that reﬂect Portsmouth City Council and Portsmouth • We liaise and meet regularly with the Strategic Directors and their senior managers to provide pro-active and reactive media support to the organisation • developing communications campaigns and strategies (anything from local issues to major issues such as the Farlington roundabout roadworks)

• co-ordinate “media ambassadors” for media interviews, press conferences or photo opportunities • Undertake Internal communications work for the directorates Media Much of our contact is with “our locals” – that is our two nearest TV stations BBC South, Meridian Broadcasting; the ﬁve local radio stations (BBC Radio Solent, The Quay, Wave, Ocean and Express) and The News. We occasionally liaise with international media too, often involving the city’s major events such as Trafalgar 200. Copies of our news releases are put on the PCC website daily.

The Basics Corporate Identity Guidelines

Portsmouth City Council Corporate Identity Guidelines

The logo What is the Portsmouth City Council logo Our corporate logo is represented by a star and crescent with the words Portsmouth City Council. These two elements should never be separated. The logo should not be altered in any way.

The logo can be increased or decreased in size but the star and crescent and the words must always remain in proportion to one another. No additional words can be added to the logo. The font for our logo is Avenir.

The logo is available on IntraLINK under useful information.

For larger projects such as billboards the logo can be scaled up with correct proportions. Always ask Corporate Communications for advice on larger projects. Always reproduce the logo from master artwork. Never redraw, re-proportion, or amend it in any way.

On our website at http://www.portsmouth.gov.uk Or email corporatecommunications@portsmouthcc.gov.uk Tel: 023 9284 1559

A5 40-50mm wide

These are four standard sizes for reproducing the logo in print. The logo should never be used smaller than the examples shown. Only these standard sizes are to be used and they have been created to suit the most needs of the authority.

The logo can be increased or decreased in size but the star and crescent and the words must always remain in proportion to one another. 6

DL 40-50mm wide

A4 58-68mm wide

A3 85-95mm wide

Portsmouth City Council Corporate Identity Guidelines

The logo The logo: clear space In order to create the maximum visual impact of the logo a clear space needs to be maintained around it. This is a space where no other type or image must appear. The minimum space around the logo is equal to the height of ‘P’ in Portsmouth. The only exception to this is when the logo reproduces on, or reverses out of a suitable photographic or colour background.

The minimum space around the logo is equal to the height of ‘P’ in Portsmouth 7

Portsmouth City Council Corporate Identity Guidelines

How to use the logo The logo colours The corporate logo has been designed to suit most communications needs. You can use the logo in the colour variations pictured. The colour logo you choose will depend on several things:

If your background is: White background use Solid black logo Blue logo Colour logo

• the background colour of the printed document • your budgetary constraints – full colour printing is more expensive, so you may choose a one colour document and logo

Mid-coloured background use Solid black logo Dark coloured background use White reversed out logo Textured or photographic background use Solid black logo White reversed out logo Single colour/black & white use Solid black logo

The corporate logo has been designed to suit most communications needs. 8

Portsmouth City Council Corporate Identity Guidelines

How to use the logo

White reversed out of a strong colour. For use on dark colour background

Solid black on a photographic or illustrative background Do not use against complex backgrounds

White reversed out of a photographic or illustrative background Do not use against complex backgrounds or backgrounds where there is not enough contrast

Blue This should only be used on a white background

Solid black For use on a white or light colour background

Colour logo For use on a white background only

✓

✗

✓

Portsmouth City Council Corporate Identity Guidelines

Colour This section introduces the council’s corporate colours and explains how to apply them. Portsmouth City Council’s ofﬁcial colours for the logo are either blue and black or blue and gold. It is important that you reproduce these colours accurately on all materials. Pantone numbers Pantone colours are internationally recognised as the standard for colour communication in the graphic design industry, with each colour being given an identifying code or pantone number. CMYK Printers also use cyan, magenta, yellow and black (CMYK). These are the four colours that are used to produce all possible colours in full colour litho print, for example publications and newsletters. RGB Red, green and blue values are used for on screen designs such as PowerPoint presentations and websites.

Black Pantone numbers: black CMYK: 0.0.0.100 RGB: 0.0.0

Blue Pantone numbers: 2935 CMYK: 100.50.0.0 RGB: 10.80.161

Blue Pantone numbers: 282 CMYK: 100.72.0.38 RGB: 0.56.118 Yellow Pantone numbers: 130 CMYK: 0.27.100.0 RGB: 254.190.14

Portsmouth City Council Corporate Identity Guidelines

Colour This is the ofďŹ cal Portsmouth City Council colour palette and is the standard for all printed materials. The colours are not designed to represent any service and may be used in all applications.

Secondary colour palette The secondary colour palette is designed to add vibrancy to Portsmouthâ&#x20AC;&#x2122;s identity. It is a range of colours to be used as a background for your publications. Colour accuracy and consistency is very important.

C 0% M 100% Y 100% K 0%

C 0% M 100% Y 400% K 0%

C 0% M 50% Y 100% K 0%

C 0% M 0% Y 100% K 0%

C 30% M 0% Y 100% K 0%

C 100% M 0% Y 100% K 0%

C 100% M 0% Y 70% K 40%

C 100% M 0% Y 30% K 5%

C 100% M 15% Y 0% K 0%

C 100% M 50% Y 0% K 0%

C 100% M 720% Y 0% K 32%

C 50% M 100% Y 0% K 10%

C 40% M 100% Y 60% K 0%

C 60% M 80% Y 100% K 30%

C 70% M 55% Y 55% K 0%

C 50% M 0% Y 0% K 100%

Cool Grey 5 C 0% M 0% Y 0% K 35%

R 237 G 27 B 35

R 237 G 15 B 100

R 248 G 148 B 29

R 255 G 242 B 0

R 191 G 215 B 48

R 0 G 166 B 80

R 0 G 115 B 86

R 0 G 163 B 179

R 0 G 155 B 223

R 0 G 113 B 187

R 0 G 55 B 117

R 132 G 30 B 130

R 166 G 41 B 87

R 97 G 60 B 36

R 103 G 115 B 117

R 0 G 20 B 35

R 195 G 195 B 195

PMS 2935 PMS 281

100%

70%

40%

15%

Portsmouth City Council Corporate Identity Guidelines

Corporate fonts and typefaces The type of font you use can completely change the tone of what you write.

Most fonts can be divided into two groups: • serif, which have pointed bits (serifs) like this;

For example, a letter about a Council Tax bill in Comic Sans would give customers completely the wrong impression, as it looks unprofessional.

and

We have introduced corporate typefaces to create consistency in the tone of our communications and to ensure we produce materials that are accessible to a wide range of audiences. We have corporate membership of the plain English Campaign. This means that we make it clear to our customers that Portsmouth City Council is committed to clear communication. Plain English ensures that the intended audience can read, understand and act the ﬁrst time they read the information. Plain English takes into account design and layout as well as language.

abcdefghijklmnop

The corporate typeface is Arial. This is because it is a sans serif font; it is pre-installed on all modern PCs and is widely available. This should be used to produce all documents internally - ie letters, reports and PowerPoint slides. For printed materials the typeface is Fruitiger – see page 28 for details.

• sans serif, which are plain, like this

abcdefghijklmnop Serifs, if they are too pronounced can be distracting. Use sans serif font. Word-processing software offers a wide choice of fonts and it is tempting to use many different fonts in the same document. Don’t! Its confusing to the reader and can make documents more difﬁcult to read.

We have introduced corporate typefaces to create consistency in the tone of our communications 12

Portsmouth City Council Corporate Identity Guidelines

Corporate fonts and how to use them Size matters

Arial should be a minimum of 12 point in correspondence. Always be mindful of your audiences need for accessibility. For example, if you know someone you are writing to has a sight impairment, use Arial 16pt. For advice on accessibility see page 75.

Fonts and typography, what to avoid: • serif fonts or mixed font sizes in one sentence

• aligning type to the centre, justifying or setting type to the right

• CAPITALS, avoid using block capital letters for emphasis - it makes words difﬁcult to read, and looks as if YOU ARE SHOUTING

• type effects such as

• underlining – is a hangover from typewriter days. It makes it difﬁcult to recognise the shape of the letters

• italics – the human eye reads by recognising the shape of words. Text which has been set in italics or capitals is more difﬁcult to read as it is harder to recognise the word shapes if all letters are the same height or set at an angle

SHADOW or

• tight or touching text – doesn’t save space it just makes things difficult to read

Stationery Corporate Identity Guidelines

Portsmouth City Council Corporate Identity Guidelines

Introduction Printed stationery is the principal form of communication with our residents, partners and businesses and represents the council and its services. It is important that we maintain a high standard and visual consistency. Templates for Portsmouth City Council stationery have been created to help achieve this consistency. You can download them from IntraLINK, go to useful information.

Letterheads can be pre-printed by Amey. To order you will need to complete a print requisition form and place your print order with Amey.

Managers please ensure that staff are aware of and only use the ofďŹ cial templates. New staff should be introduced to the corporate identity as part of their induction programme.

Portsmouth City Council Corporate Identity Guidelines

Letterheads • The size and position of the letterhead elements must not be altered and the master artwork should always be used. The corporate font is Arial and text should be written in Arial pt. size 12 • No campaign or partner logos are to be displayed on the corporate letterhead. Clariﬁcation can always be sought from Corporate Communications • The agreed layout for letterheads will always include in the ﬁrst line the name of the service, followed by the relevant postal address. Personalised versions of corporate stationery (which also lists directorate and/or team name) are not appropriate as this confuses our corporate identity and our customers

• Wherever possible, please refer to yourself using your ﬁrst and last names rather than titles such as Miss, Mrs, Mr, Ms or Dr • Individual qualiﬁcations are not to be used, with the exception, as a legal requirement, the City Solicitor •The footer will always give the corporate website address www.portsmouth.gov.uk

Letterhead example >

Portsmouth City Council Corporate Identity Guidelines

45mm

95mm

Mr Christian Surname House Name Number Road Area Name City County POSTCODE

Road Safety & Traffic Management

99mm

Civic Offices Guildhall Square Portsmouth PO1 2NE Phone: 023 9200 0000 Fax: 023 9200 0000 Ref:

AS/DF/07

Date:

28th January 2007

Mr Christian Surname House Name Number Road Area Name City County POSTCODE

Dear Mr Surname

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum.

Lorem ipsum dolor sit amet, con mod tincidunt ut laoreet dolore m am, quis nostrud exerci tation ul consequat. Duis autem vel eum consequat, vel illum dolore eu fe dignissim qui blandit praesent lu facilisi. Nam liber tempor cum so id quod mazim placerat facer po

297mm

Typi non habent claritatem insitam; est usus legentis in iis qui facit eorum claritatem. Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius. Claritas est etiam processus dynamicus, qui sequitur mutationem consuetudium lectorum.

Typi non habent claritatem insita Investigationes demonstraverunt est etiam processus dynamicus,

Mirum est notare quam littera gothica, quam nunc putamus parum claram, anteposuerit litterarum formas humanitatis per seacula quarta decima et quinta decima. Eodem modo typi, qui nunc nobis videntur parum clari, fiant sollemnes in futurum

Mirum est notare quam littera go litterarum formas humanitatis pe typi, qui nunc nobis videntur par

Yours sincerely

Peter Bruce Road Safety Team Leader

City Helpdesk: 023 0000 0000

www.portsmouth.gov.uk

City Helpdesk: 023 0000 0000

17 Frutiger Light 14Pt

Pantone Coo

Portsmouth City Council Corporate Identity Guidelines

67mm

10mm

Pantone 2935 35mm

45mm

12mm

95mm

Road Safety & Traffic Management

99mm

Civic Offices Guildhall Square Portsmouth PO1 2NE

Phone: 023 9200 0000 Fax: 023 9200 0000

Road Safety & Traffic Management

Mr Christian Surname House Name Number Road Area Name City County POSTCODE

45mm

Civic Offices Guildhall Square Portsmouth PO1 2NE Phone: 023 9200 0000 Fax: 023 9200 0000

Ref:

AS/DF/07

Ref:

AS/DF/07

Date:

28th January 2007

Date:

28th January 2007

Dear Mr Surname

am nonummy nibh euiswisi enim ad minim venit aliquip ex ea commodo ate velit esse molestie et accumsan et iusto odio dolore te feugait nulla ue nihil imperdiet doming

297mm

cit eorum claritatem. legunt saepius. Claritas etudium lectorum.

um claram, anteposuerit ta decima. Eodem modo um

Peter Bruce Road Safety Team Leader

www.portsmouth.gov.uk

City Helpdesk: 023 0000 0000

Frutiger Light 14Pt

Pantone Cool Grey5

www.portsmouth.gov.uk 210mm

70.5mm

10mm

Portsmouth City Council Corporate Identity Guidelines

Compliment slips Compliment slips are pre-printed as shown in the example on page 20.

The only individuals to have their own named compliment slips are:

You should add, by hand, relevant details such as: • addressed to • date • reference • direct line contact number details and, • name

The Lord Mayor Leader of the council and Cabinet Members Chief Executive Strategic Directors City Solicitor The Port

Wherever possible, please refer to yourself using your ﬁrst and last names rather than titles such as Miss, Mrs, Mr, Ms or Dr.

Compliment example >

Portsmouth City Council Corporate Identity Guidelines

w i t h

www.portsmouth.gov.uk

c o m p l i m e n t s

9mm

51.5mm

Portsmouth City Council Corporate Identity Guidelines

9mm

9mm 51.5mm

51.5mm

30mm

Pantone 2 Pantone 2935

Frutiger tiger Light 11pt Light 11pt

99mm

w i t h 99mm

www.portsmouth.gov.uk www.portsmouth.gov.uk

w c oi tmh p lc i omme pn l t i sm e n t s 146 mm

146 mm

63.5mm

9mm

.5mm space.5mm spa 9mm

63.5mm

Pantone Pantone cool grey 5cool grey 5

12mm

210mm

12mm

Portsmouth City Council Corporate Identity Guidelines

Business cards Only staff whose work interacts with external customers, agencies or partners are to order business cards.

Business cards can be ordered through Amey using a print requisition form. Amey will need the following information: • name • job title • directorate • telephone number • fax • mobile number • email Wherever possible, please refer to yourself using your ﬁrst and last names rather than titles such as Miss, Mrs, Mr or Ms. Individual qualiﬁcations are not to be used, with the exception, as a legal requirement , the City Solicitor.

Business card example >

Portsmouth City Council Corporate Identity Guidelines

Put name here

Put job title in here

Put name here

Put job titleCommunications, in here Corporate Civic Offices, Guildhall Square, Portsmouth, PO1 2AL Corporate Communications, Civic Offices, Guildhall Square, Portsmouth, Telephone: PO1 0232AL 9284 1556 Mobile: 079 7000 0000 Telephone: 023 9284 Fax: 023 92841556 1030 Mobile: 079 7000 0000 Email: name@portsmouthcc.gov.uk Fax: 023 9284 1030 Website: www.portsmouth.gov.uk Email: name@portsmouthcc.gov.uk Website: www.portsmouth.gov.uk

40mm 40mm 18mm 18mm Frutiger Bold 8pt Bold 8pt Frutiger Light 7pt Frutiger Light Light 7pt 7pt Frutiger Leading Frutiger Light7.5pt 7pt Leading 7.5pt

Pantone 2935 Pantone 2935 Put name here

Put job title in here

Put name here

Put job titleCommunications, in here Corporate Civic Offices, Guildhall Square, Portsmouth, PO1 2AL Corporate Communications, Civic Offices, Guildhall Square, Portsmouth, Telephone: PO1 0232AL 9284 1556 Mobile: 079 7000 0000 Telephone: 023 Fax: 0239284 92841556 1030 Mobile: 079 7000 0000 Email: name@portsmouthcc.gov.uk Fax: 023 9284 1030 Website: www.portsmouth.gov.uk Email: name@portsmouthcc.gov.uk Website: www.portsmouth.gov.uk

90mm 90mm

55mm 55mm 4mm 4mm

Portsmouth City Council Corporate Identity Guidelines

Fax and memo templates Word templates for memos and faxes have been created which can be downloaded from IntraLINK. Go to useful information. The size, position and other elements of these templates must not be altered. Your text should be typed in font Arial 12pt or handwritten.

Faxes and memos should only be printed in black and white. Photocopies are to be avoided.

Fax and memo examples >

Portsmouth City Council Corporate Identity Guidelines

Road Safety Traffic Road & Safety & Traffic Management Management

Road Safety & Traffic Road Safety & Traffic Management Management

Civic Offices Civic Offices Guildhall Square Square Guildhall Portsmouth Portsmouth PO1 2NE PO1 2NE

Civic Offices Civic Offices Guildhall SquareSquare Guildhall Portsmouth Portsmouth PO1 2NE PO1 2NE

Phone: Phone: 023 9200 0230000 9200 0000 Fax: Fax: 023 9200 0230000 9200 0000

Phone:Phone: 023 9200 0230000 9200 0000 Fax: Fax: 023 9200 0230000 9200 0000

Fax Fax

Memo Memo

To:

From: From: Ref:

Ref:

Date: Date:

Message: Message:

Arial Bold 12pt Arial Bold 12pt

Arial 12pt Arial 12pt

Arial Bold 36pt Arial Bold 36pt 50%k 50%k

To:

From: From: Ref: Ref: Date: Date:

Message: Message:

Arial 14pt Arial 14pt 50%k 50%k Arial Bold 18pt Arial Bold 18pt 50%k 50%k

297mm 297mm

Portsmouth City Council Corporate Identity Guidelines

67mm

15mm

Arial Bold 12pt

Arial 12pt

Road Safety & Traffic Management Civic Offices Guildhall Square Portsmouth PO1 2NE Phone: 023 9200 0000 Fax: 023 9200 0000 20mm

Arial Bold 36pt 50%k

Fax To:

Arial 14pt 50%k Arial Bold 18pt 50%k

From: Ref: Date:

Message:

297mm

210mm

Portsmouth City Council Corporate Identity Guidelines

Forms and No Carbon Required (NCR) pads As a standard all corporate forms, appointment cards and NCR pads should: • be written Arial 12pt • have the Portsmouth City Council logo at the top righthand corner • display the Portsmouth City Council website address

Give your forms some thought Page layouts consist of text, illustrations, and white space. It is important that you are aware how these different elements relate to each other. Many people work hard on their writing style yet give little attention to how their words appear on a page. Pages dense with body text are very off-putting. Use design to attract your readers and to help them ﬁnd their way around your documents. Think about margin and column widths. Try to aim, for example, for a margin of about 25mm both at the top and bottom, and at the sides, of each page. Use a clear hierarchy of headings and sub-headings using different type sizes.

Make sure there is a good contrast between the type colour and the background. For example, use black or dark blue type on a white background. To link a sub-heading with the following text you should have more space above it than below it. Display text needs breathing space. Let white space frame your headlines or headings. They will look better and they will attract more attention than if you ﬁlled the available space with large type.

Printed Literature Corporate Identity Guidelines

Portsmouth City Council Corporate Identity Guidelines

Print items Printed items, such as posters and leaďŹ&#x201A;ets are just one way in which we inform our customers. Printed literature is not always the most appropriate way of informing our customers, consider the full range of options available against your desired outcomes before you commit money and commission a document. The Corporate Communications team will be able to advise you of the most appropriate way to get your messages across.

All printed materials must follow the corporate style, which is illustrated below. The font used in all printed materials is Fruitiger and should be no smaller than 11pt. To ensure information is available to everyone the alternative format strapline must appear on the back of all materials, along with the date of the publication and the version number.

Sometimes, we need to target unique audiences that require messages and designs outside of the corporate identity â&#x20AC;&#x201C; such as time limited campaigns, events, or district audiences. The Corporate Communications team will be able to advise you.

Portsmouth City Council Corporate Identity Guidelines

The bar: what is it and how to use it? The bar is another element of our corporate identity. Based on a grid system it is a visual element used to create corporate brand consistency. The bar must be used on all printed literature and always with the corporate logo.

Single Bar Use where there is secondary information.

There are a number of different ways that you can use the bar â&#x20AC;&#x201C; different sizes and requirements demand different grid types. No Bar When you have no secondary information.

Your main title here www.portsmouth.gov.uk

Portsmouth City Council Corporate Identity Guidelines

The bar: how to use it The bottom line Posters or campaign designs need maximum space to allow for creativity. As a minimum you should use the single bar at the bottom of the page and the logo. This format is also very useful for irregular shaped and small items, such as A6 cards or stickers.

â&#x20AC;&#x153;I know if I have no carers here and need help, I can always push the alarm and help will be on the way.â&#x20AC;?

The corporate website address www.portsmouth.gov.uk must always appear in the detail

Amanda Bullion

Get instant help at the touch of a button With a community alarm, you'll get the peace of mind and confidence you need to live independently, 24 hours a day, seven days a week. The easy-to-use personal alarm system provides a lifeline between you and people you can rely on - keeping you and your family at ease. To find out more about the community alarm and how it might work for you, a family member, friend or neighbour call 0800 731 2228. www.portsmouth.gov.uk

Portsmouth City Council Corporate Identity Guidelines

Examples of how A4 publications will look

Children, Families and Learning

Health, Housing and Social Care

Portsmouth City Council Corporate Identity Guidelines

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33 ��

Portsmouth City Council Corporate Identity Guidelines

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Portsmouth City Council Corporate Identity Guidelines

Examples of A5 publications

Brunel roundabout roadworks

Museums

Environment and Transport

Protecting our heritage & promoting culture www.portsmouth.gov.uk

Environment and Transport

www.portsmouth.gov.uk

Economy, Culture and Community Safety

Portsmouth City Council Corporate Identity Guidelines ��

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36 ��

Portsmouth City Council Corporate Identity Guidelines

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Portsmouth City Council Corporate Identity Guidelines

Examples of DL size publications

Museums Protecting our heritage & promoting culture www.portsmouth.gov.uk

Portsmouth City Council Corporate Identity Guidelines

��

Portsmouth City Council Corporate Identity Guidelines

��

Portsmouth City Council Corporate Identity Guidelines

Poster and bus advert examples Remember the bottom line: All poster and bus adverts must follow the corporate style: â&#x20AC;˘ use the bar at the bottom of the page â&#x20AC;˘ the logo stays top right of the page

Poster templates have been created which can be over printed. The templates can be found on IntraLINK go to useful information or contact Corporate Communication.

Portsmouth City Council Corporate Identity Guidelines

Bus poster examples Hop aboard the big bus debate Help decide where the buses are going. Call (023) 92 688 699. Or go to www.portsmouth.gov.uk and click on have your say. www.portsmouth.gov.uk

Back of bus

Hop aboard the big bus debate Help decide where the buses are going. Call (023) 92 688 699. Or go to www.portsmouth.gov.uk and click on have your say. Side of bus

Portsmouth City Council Corporate Identity Guidelines

The bar: colours When you select colours for your printed literature you should choose colours that ďŹ t in with, and reďŹ&#x201A;ect, the tone of the document and/or colours that compliment the image.

The bar

Hop aboard for the big

debate

bus

What are your ideas for improving Portsmouth's bus network? Call (023) 92 688 699. Go to www.portsmouth.gov.uk and click on have your say. www.portsmouth.gov.uk

The bar

Portsmouth City Council Corporate Identity Guidelines

Document covers: titles and straplines It is important to have a clear title, which conveys the detail or message simply and quickly in as few words as possible. In order to do this you must ďŹ rst deďŹ ne your target audience and understand what the purpose of the document is. Use appropriate language and tone to describe the subject. Why are straplines important? Straplines help to give clarity to your campaign. It helps people to associate the strapline with your campaign and makes it easier for us to evaluate if the campaign has been a success.

Portsmouth City Council Corporate Identity Guidelines

Document covers: selecting an image The image that you choose should work with your document title to strengthen the message you are trying to convey. Photographs are an excellent way of illustrating documents, be sure that the images you use are engaging, vibrant, real and inclusive. If at all possible use local images that illustrates life or activity in Portsmouth. Always be mindful and respectful of the target audience.

Avoid photographs that are too posed, artiďŹ cial, obvious and excluding. You must ensure that you have the written and signed permissions to use photographs of service users, residents, children or staff. This permission must also outline how the picture will be used. A consent form is available from the Corporate Communications team, or on IntraLINK, go to useful information. If you have commissioned photography please share it with your colleagues. Help to build

the media store our on-line database of Portsmouth City Council and Portsmouth images. Go to www. portsmouth-mediastore.co.uk to have a look. If you have some great images please send them to Corporate Communications.

Use only high-quality imagery, where possible taken by a skilled professional photographer. If your budget doesnâ&#x20AC;&#x2122;t allow for professional photography you can source images from commercial image libraries. Talk to the Corporate Communications team who can guide you through this.

Imagery examples >

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Portsmouth City Council Corporate Identity Guidelines

Image examples Providing you with a better place to live.

Services to help homeowners renovate their home

An introduction to your new repairs and maintenance service.

Community Involvement, Empowerment & Development (CIED)

Health, Housing and Social Care

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Providing you with a better place to live.

An introduction to your new repairs and maintenance service.

Health, Housing and Social Care

August 2006

Health, Housing and Social Care

August 2006

Portsmouth City Council Corporate Identity Guidelines

Do I have to use a photograph? Where you do not have a strong image, or for more economically produced documents you can use: • illustrations • graphics • strong colours to give impact • reversed out text

Portsmouth City Council Corporate Identity Guidelines

Paper stock So that we can achieve consistency across Portsmouth City Council’s communications and to deliver a modern accessible, clean image all printed literature should only be reproduced on matt or silk finished paper. Glossy paper finishes must be avoided because the reflected light obscures the print and the glare makes it more difficult to read than matt. Wherever possible recycled paper of fifty per cent or above should be used. The Corporate Communications team can give further advice about this or you can discuss it with the contracted print supplier. Things to bear in mind: • If you have to fold your document, have some consideration to where the creases will be. Creases obscure the text • On large documents, don’t print too close to the spine • Perfect binding can make it difficult for those using scanners or screen magnifiers to lay the publication flat. Think about your target audience

Recommended Paper stock Report/Strategy cover - A4

250gms matt/silk

Report/Strategy pages - A4

130gms matt/silk

Poster A4/A3/A2

175gms matt/silk

Poster A1/A0

200gms matt/silk

Publication DL/A5/A4 cover

250gms matt/silk

Publication DL/A5/A4 pages

130gms matt/silk

Leaﬂet/Flyer DL/A5 single or double sided

150gms matt/silk

Partnership Branding Corporate Identity Guidelines

Portsmouth City Council Corporate Identity Guidelines

Partnerships Portsmouth City Council works with and supports many activities and organisations. We need to show that we are operating in a joined up way and make people fully aware of the work we are doing and our involvement in the community. But, we also need to acknowledge support, partnerships or funding streams. We have many partners that we work with on a daily basis. All these partners have their own identity and branding. This can often bring problems with co-brands and clashing identities. These multiple identities often “fight” for attention on a page, poster, leaflet or advert, especially when many logos are used at the same time to promote a joint project or campaign involving several authorities, e.g. the police, fire service and council. It is important, for both partnership relationships and accessible publications, that we have a rule to use “partnership” identities where appropriate.

There will be certain times when statutory and voluntary authorities come together for multi-agency work and it is at these times, when publications are developed to promote these joint ventures, that one partnership logo should be used, or one organisation identity. For example, we are a key member of the anti-crime and substance misuse group Safer Portsmouth Partnership. We carry out any initiative relating to community safety – such as anti-social behaviour, crime reduction, domestic violence, wardens service, drugs and alcohol – alongside other partners then our logo and identity, as well as the other partners’ logos and identities,

becomes overridden by the single Safer Portsmouth Partnership logo. (See examples) The main reason for this is to promote joint working and a consistent message amongst all community agencies. This approach to counteracting “logo happy”, identity-cluttered publications also makes sense to achieve a less busy design. This approach to one partnership identity should, where appropriate, apply to other partnerships that the council is involved with, for example the local strategic partnership.

Partnership examples >

Portsmouth City Council Corporate Identity Guidelines

Partnership examples

spare change or real change

Alternative Giving Scheme: The money you donate will be used by local charities that help rough sleepers and those that beg to rebuild their lives away from the street.

spare change or real change

Alternative Giving Scheme: The money you donate will be used by local charities that help rough sleepers and those that beg to rebuild their lives away from the street.

For more information please contact

023 9229 8791 51

For more information please contact

023 9229 8791

Portsmouth City Council Corporate Identity Guidelines

Co-branding - How to decide on identity If projects have been majority funded by the council, through grants, or assistance then use the full council branding with acknowledgements on the back cover. Where the project is equally funded you should acknowledge the partners) by using one or more of the following: • on the cover, by using the partner logo positioned next to Portsmouth City Council logo and the correct exclusion zone between them • a strapline in the bar

• if there is more than one partner include an ‘about this publication’ page and detail all partners and their involvement • place multiple partner logos on the back cover of the publication – no more than three logos. If there are more than three then write acknowledgements on the back rather than trying to accommodate all logos Where funding has been received from a partner who has not provided equal ﬁnancial support or resources then their logo should not be included on the front cover but should be located on the back, or on the bar.

If you are producing posters or ﬂyers space is often limited. Listing logos or organisations is not realistic and you may have to leave them off.

Co-branding examples >

Portsmouth City Council Corporate Identity Guidelines

Co-branding examples Diet and lifestyle for older people Information on eating a balanced diet and lifestyle issues www.portsmouth.gov.uk

Brunel roundabout roadworks Work is taking place at Brunel roundabout to improve safety and make it better for drivers. Colas, the contractor doing the work on behalf of Portsmouth City Council, is expecting the work to last until May. Colas and the council are working hard to keep disruption to a minimum and keep neighbours, local businesses and drivers informed.

For further information Call

0800 000 0000

www.portsmouth.gov.uk

Portsmouth City Council Corporate Identity Guidelines

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Other agencies

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Where there is an existing partnership with agreed branding, for example Safer Portsmouth Partnership, their branding should be retained. New Portsmouth partnership logos or branding styles should be developed in consultation with Corporate Communications. If the other organisation is the lead partner, its branding style should be used. The Portsmouth City Council logo rules on sizes and colour must be adhered to.

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Portsmouth City Council Corporate Identity Guidelines

Council support, funding and contract work Use when we have put resources into another organisation’s project.

Use when we have joint working arrangements with other organisations.

Use when an external contractor carries out major work on behalf of Portsmouth City Council. We should let our residents know that the organisation is working on our behalf. You must clearly identify the service being carried out, the contractors name and that the contractor is working for Portsmouth City Council as illustrated. The arrangement should be written into the contract speciﬁcation and costs of applying it should be borne by the contractor. Procurement will be able to advise where this requirement needs to be considered and included in the speciﬁcation and contract.

Portsmouth City Council Corporate Identity Guidelines

Approved accreditations Directorates within the council are often recognised for national awards, but as they are not awarded to the council as a whole, they cannot be included on corporate stationery. However, if the individual service has received signiﬁcant external recognition, such as a current Beacon status, one additional logo on specialised leaﬂets, brochures and adverts can be used if it is important to a particular target audience. These accredited logos should be used on the back cover so that they do not compete with the city council identity.

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Portsmouth City Council Corporate Identity Guidelines

Electronic Communication Corporate Identity Guidelines

Portsmouth City Council Corporate Identity Guidelines

Websites So, you want a website? Before you can go ahead with creating a new website you must talk to the website & e-communications officer in Corporate Communications first. This is because we need to follow government web guidelines, city council branding and comply with the Disability Discrimination Act when we develop web pages. The website & e-communications officer will be able to advise and assist you with any web development projects you want to do.

So what can I do? Services are responsible for their own content on IntraLINK and the PCC website. Each service will have content Authors and Editors who are trained to write content for the Web. They use a Content Management System (CMS) to create and modify information to be displayed. Guidelines for Writing for the Web have been created by corporate communications. It lists the standards and rules that apply to producing IntraLINK and web pages to ensure consistency and accessibility. The guidelines, along with a list of Authors and Editors can be found on IntraLINK under useful information.

Before you can go ahead with creating a new website you must talk to the website & e-communications ofﬁcer. 58

Portsmouth City Council Corporate Identity Guidelines

Emails Email Electronic communication is a major part of our corporate identity. We now send out more emails than letters and therefore email is more visible to people than any other form of communication tool we use. For this reason a standard form of email sign off has been created. You must ensure that it appears at the end of all your emails. All emails should be default to Arial and be in font size 12. An instruction on how to create your email signature as well as other email guidelines is available on IntraLINK, go to useful information. Do not add your own messages or animation to your email signature.

Electronic communication is a major part of our corporate identity. We now send out more emails than letters. Your email signature should consist of:

Your name Your job title Your work address on no more than ﬁve lines

Your direct dial telephone number Your email address

A.N. Other Your job title here Portsmouth City Council Civic Ofﬁces Guildhall Square Portsmouth PO1 2AX T: 023 XXXX XXXX E: an.other@portsmouthcc.gov.uk

Portsmouth City Council’s website

WWW.Portsmouth.gov.uk

Portsmouth City Council Corporate Identity Guidelines

PowerPoint Portsmouth City Councilâ&#x20AC;&#x2122;s PowerPoint presentation slides are available on IntraLINK.

How to use the corporate slides You can replace the images used in the templates to give your presentations more meaning. Each slide has guidance on where, how and what size to place text and images.

If you are delivering a presentation in a learning & development environment please speak with corporate Learning & Development who will provide you with advice on how to adapt the corporate slides to meet the needs of your audience.

The size and position of the PowerPoint elements may not be altered in any way.

Please speak to Corporate Communications for further guidance.

Your text should be written in Arial. Avoid the use of clip art or cartoons â&#x20AC;&#x201C; they only serve to diminish the seriousness of your presentation. We have a stock image library. Please contact our Graphic Designer - Mark Maguire on 92688651.

PowerPoint examples >

Portsmouth City Council Corporate Identity Guidelines

Advertising Corporate Identity Guidelines

Portsmouth City Council Corporate Identity Guidelines

Advertising Whenever you use advertising the corporate logo should always be used. You should only undertake advertising where it is part of a planned marketing activity. You should give careful consideration to the effectiveness of the advertising versus other means of communication. Talk to the Corporate Communications team about all your advertising needs as they may be able to propose some alternative suggestions which may be more effective in reaching your target audience and be more cost effective. Artwork for promotional advertising should always be produced by a professional Graphic Designer. As a minimum you should adhere to the basic guidelines as described in Section 4 – Printed materials. Only strong images should be used – refer to the section on imagery in section 4.

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Vehicle Livery Corporate Identity Guidelines

Portsmouth City Council Corporate Identity Guidelines

Livery Vehicles are used everyday to deliver services across the city. Our vehicles provide us with an opportunity to visibly reinforce our corporate identity. This section provides guidance on how to apply our corporate identity to vehicles. As vehicles come in all shapes and sizes please refer livery branding queries to the Corporate Communications team for guidance.

The logo, telephone number and the PCC website address should be positioned on the side panels of the vehicle. The size of the livery must be positioned so that its clearly visible from the roadside and must complies with the colour rules on page 11. The rear doors must display the PCC logo and the PCC website details.

Examples >

Portsmouth City Council Corporate Identity Guidelines

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Portsmouth City Council Corporate Identity Guidelines

Site Boards, Hoardings & Exhibition Stands Corporate Identity Guidelines

Portsmouth City Council Corporate Identity Guidelines

Site boards, hoardings & exhibitions stands Creating an immediate visual impact Any display should communicate by creating an immediate visual impact. See page 47 about using imagery. Our corporate identity should be consistently applied across all mediums. An example of a template is shown over the page. All materials must be created in corporate templates. Images will need to be of high resolution if they are to be used in large format. See page 47 for information on photography.

Merchandise We do not recommend or encourage production of merchandise materials without a clear justiďŹ cation for the expenditure. Information should be the merchandise itself, for example Z cards. Please speak with the Corporate Communication team for advice. However pens, pencils are useful. We do not recommend balloons as often they are nonbiodegradable, can litter the environment and harm wildlife.

GIS â&#x20AC;&#x201C; Geographical Information System Our mapping function is carried out by the Geographical Information System (GIS) team. The team can help you with digital and printed maps. They will ensure that copyright has not been infringed and the correct permissions are granted. You can view maps at http://www.portsmouth.gov.uk/maps/6629.html

Strong images can be used to produce attentiongrabbing stands

Any display should communicate by creating an immediate visual impact. See page 47 about using imagery. Our corporate identity should be consistently applied across all mediums.

Z card

Portsmouth City Council Corporate Identity Guidelines

Site boards Example of standard of wording. Try to include: • What is the project about • The start and end dates • An apology for any disruption • A telephone number for more information • The PCC website

John Pounds Site Redevelopment Phase 2- development of a new Community Centre Start date xx/xx/xx - end date xx/xx/xx We apologise for any disruption during this period. Project developed and led by Portsmouth City Council in association with Portsea Action Group 99 Ltd, John Pounds Community Trust Ltd. Financed by Portsmouth City Council, Single Regeneration Budget Round 5 and Active England Fund.

Phone 023 92XX XXXX for more information

Example of site board

www.portsmouth.gov.uk

Portsmouth City Council Corporate Identity Guidelines

Exhibition stands

Uniforms Corporate Identity Guidelines

Portsmouth City Council Corporate Identity Guidelines

Uniforms Uniforms give staff a corporate appearance and are identiďŹ able to our customers. Uniforms will create an impression of the council, so a corporate style and consistency is very important.

Colour Where dark blue is the corporate colour for uniforms, the white logo should be applied. (See page 10 for further information on the logo colours)

The general guidelines for uniforms are that the material should be dark/navy blue in colour and the logo must always appear on each item of clothing.

If you wish to produce corporate uniforms outside if these guidelines please speak to Procurement or the Corporate Communications team before placing your uniform order, and they can advise you.

Position and size of logo Wherever possible the logo should be embroidered and must always appear on the top left-hand side. The logo should be a minimum of 40mm in width.

Outside uniforms For most outdoor uniforms the logo will appear centred on the back .

Portsmouth City Council Corporate Identity Guidelines

Uniform examples

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Accessibility Corporate Identity Guidelines

Portsmouth City Council Corporate Identity Guidelines

Making information accessible to everyone Alternative formats By law we must make alternative formats available upon request. People often do not realise that alternative formats are available. All documents produced by Portsmouth City Council must display the alternative format strapline. This can be supplied by the Corporate Communications team. The RNIB also offers advise relating to supplying information on tape, in Braille, as e-text, on websites and for Deaf/Blind people. Go to: www. rnib.org,uk Structuring information carefully and using clear and simple text will help us get the message across all potential readers.

Equal representation It is really important that minority groups are equally represented in all visual communications. SHADOWS Equal representation in your publication should be considered when you choose images. See page 47.

You can get all Portsmouth City Council information in large print, Braille, tape or translated by calling 023 92xx xxxx. For translated information, please call: â&#x20AC;˘ the Bengali answerphone service on 023 9284 1651 â&#x20AC;˘ the Cantonese answerphone service on 023 9284 1652

We have produced a basic checklist to help you consider all of the elements covered in this section. If you are producing printed documents use the checklist to make sure you have made it as accessible as possible. You can download the checklist from IntraLINK, go to useful information or talk to the Corporate Communications team.

Example of the strapline

Portsmouth City Council Corporate Identity Guidelines

Publication Checklist You can download the checklist from IntraLINK go to useful information or talk to the Corporate Communications team

MPs, Elected members and The Lord Mayor Corporate Identity Guidelines

Portsmouth City Council Corporate Identity Guidelines

The Lord Mayor The coat of arms is only ever to be used by the Lord Mayor and for civic functions and gifts. Under no circumstances can the arms be used for any other purpose without permission. How to address the Lord Mayor and Lady Mayoress Portsmouth was granted letters patent in 1926, which carried with it the title of Lord Mayor for its Leading Citizen.

Before Local Government re-organisation in 1974 any citizen could be Lord Mayor, although in practice it was usually a member of the Council. However, after 1974 it was a requirement that the Lord Mayor nominates his/her own Lady Mayoress/Consort. To date there have been six female Lord Mayors. 78

Portsmouth City Council Corporate Identity Guidelines

How to address the Lord Mayor The Lord Mayor is always referred to as “The Right Worshipful the Lord Mayor of Portsmouth”. There is no difference in the form of address for a Lord Mayor who is a lady.

Beginning of a letter Formal - My Lord Mayor Social - Dear Lord Mayor Ending a letter Formal -Yours faithfully Social - Yours sincerely Envelope The right Worshipful the Lord Mayor of Portsmouth If desired the name, preceded by the Councillor may follow the ofﬁce. “The right Worshipful” should always be placed before “The Lord Mayor” Verbal address My Lord Mayor, Lord Mayor Description in conversion The Lord Mayor, or The Lord Mayor of Portsmouth

Portsmouth City Council Corporate Identity Guidelines

How to address the Lady Mayoress and Consort Lady Mayoress Beginning of a letter Formal - My Lady Mayoress Social - Dear Lady Mayoress Ending a letter Formal -Yours faithfully Social - Yours sincerely Envelope The Lady Mayoress of Portsmouth Verbal address The Lady Mayoress of Portsmouth Description in conversion Lady Mayoress, or The Lady Mayoress of Portsmouth

Consort Beginning of a letter Formal and social addressed by his name Ending a letter Formal -Yours faithfully Social - Yours sincerely Envelope The Lady Mayorâ&#x20AC;&#x2122;s Consort followed by their name Verbal address By their name Description in conversion The Lord Mayorâ&#x20AC;&#x2122;s Consort or by their name

Portsmouth City Council Corporate Identity Guidelines

How to address Councillors and MPs How to write to and communicate with Members

How to write to and communicate with MPs You can write to your MP at:

When you write to a member you should address your communication to – Dear Councillor XYZ. You can send all written communication to: Councillor XYZ, The Members Room, 3rd Floor, Civic ofﬁces, Guildhall Square, Portsmouth, Hants When you speak to a member a degree of formality and the use of formal titles of ‘councillor’ should be observed (at least initially) at meetings when the public or third parties are present. For information about members and voting go to: http://www.portsmouth.gov.uk/yourcouncil/116.html

(Your MPs name) The House of Commons London SW1A 0AA Or at the local party ofﬁce if you know the address. Go to: http://www.parliament.uk/directories/ directories.cfm for more information. When writing to your MP, please bear the following in mind: • You should address your MP as ‘Dear [full name] MP’ • Include your address on the letter so your MP knows that you live in his or her constituency • Begin your letter by saying who you are and what are your concerns • Explain why you are writing, preferably giving examples and facts

Version one â&#x20AC;&#x201C; March 2007