Brand Guidelines

2

3 Folkestone Town Brand

4 Folkestone Town Logo Mark

5 Logo Mark- Black and White

6 Reduction

7 Logotype

8 Space around the Logo

9 Colour Pallets

10 Colour Treatments

11 Background Examples

12 Typography

13 Business System

3

Folkestone Town Brand

The folkestone brand is a new and unique experi-ence within location branding, it takes a stance covering all areas which desire to be covered in the town, it is to be seen not as the town but as a mark bringing the town together as as whole. From entertainment to business the brand will grow to unite the different aspects of our seaside town so when our visitors think of Folkestone they will think of the various aspects and attractions this budding town has to offer.

Folkestone predominantly is a lively, creative town, and this needs to be reflected in the brand. This guide is to make sure that consistancy and a crea-tive look is maintained in the brand. FOLKESTONE

TOWN

4

Folkestone Town Logo Mark

The logo that has been created for Folkestone Town was made to unite all sectors of Folkestone as one, it signifies the power of Folkestone as a town of celebration, business and leisure.

As this is the case, the logo must be treated carefully and must not be streched or put out of proportion in any way, the correct applications of this logo will be listed within this booklet.

To the right are the basic applications of the logo, one vertical, one horizontal. Vertical is preffered at all times unless deemed unhelpful in certain placement, this is up to the artist at hand, but must be treated respectfully.

FOLKESTONETOWN

FOLKESTONETOWN

5

Logo Mark- Black and White

When used in black and white the logo can be used in a few different ways, although a solid black/white is preffered, on solid colour the grey-scale version works well and can be used. The out line version should NOT be used with the typography, it may be used as a separate mark in the correct context. Use of the outline logo WITH the typography is bad practice and can damage the personality and look of the brand.

FOLKESTONETOWN

FOLKESTONETOWN

FOLKESTONETOWN

6

FOLKESTONETOWN

FOLKESTONETOWN

FOLKESTONETOWN

Reduction

The logo can be reduced to a minimum of 30mm x 30mm before care should be taken not to tar-nish the credibility.After which, only the logotype should be used or a special version of the logo which is available online should be used. The logo can be enlarged to any size using the vector files available for download.

7

Logotype

The type used with the logo is 2 different fonts, the word ‘Folkestone‘ is in Big Caslon and the word ‘Town’ in Adobe Caslon Pro. There is a subtle difference in line weight between the two and no other typeface should EVER be used. Both fonts remain standard with no alterations as of yet and should be left as is.Additionally, the logotype should always be in Block Caps and not lowercase.

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Big Caslon: Medium

Adobe Caslon Pro: Regular

8

Space around the logo

The space around the logo is left for the user to decide but in most cases should be kept to the X-height of the word ‘Town’ unless not allowed by the space provided. The gap between the logo and the logotype should be the same distance but is again left to the artist’s judgement, the logo should remain centered to the word ‘Folkestone’.The reason for the large amount of artistic licence is that we believe some great imagery can be cre-ated with our logo and we want people to be able to share that creativity.

FOLKESTONETOWN

99

Colour Pallets

There are 3 colour pallets for the folkestone brand, the primary one being the mix of blues. These should be used often as solid colour or in gra-dients this reflects the simplic-ity and creativity of the brand.Again the brand has got a bit of leeway for artistic licence so other coulours can be used, however if unsure, either check with the brand co-ordinator or don’t use it.They are all designed to be used in different contexts, such as the oranges to indicate sunsets and the greens to rep-resent the countryside. These are alternatives to the brand’s primary colours and should be used accordingly.

CMYK 95/40/0/9

95/0/67/9

0/34/97/9

0/117/82

0/157/121

230/163/29

95/65/0/0

95/0/40/0

0/22/97/0

0/97/175

0/17/173

255/200/24

100/16/0/0

100/0/99/0

0/49/98/0

0/154/222

0/166/81

248/150/33

67/0/3/0

63/0/95/9

0/65/95/9

18/194/236

95/174/70

223/111/37

95/0/38/0

30/0/95/0

0/85/98/0

0/173/176

190/215/59

240/78/37

CMYK

CMYK

RGB

RGB

RGB

10 10

Colour Treatments

This is just a selection of the different colour treat-ments that can be made using the colour pallets, as can be seen, a wide variety of looks and feels can be made from just the one mark.The top line is solid colour, the second is using a single linear gradient and the final using a gradient mesh and colour overlay. All three of these applications can be used at the artist’s disposal, however the artist will be able to tell if it doesn’t look appropiate and correct action to control it should be taken.

11

Background Examples

These backgrounds are made from the colour pallets and will be the signature background when required.Use of these backgrounds should be in context, and used accordingly. Blue being the main focus unless another colour would become moreappropriate.The backgrounds are a gradient of the darkest colour in each pallet to the lightest, however this can be changed depending on the application.

12

Typography

Folkestone brand uses 3 different font families. Adobe Caslon Pro, Big Caslon and Helvetica Neue.2 of the fonts are available in different weights, and the most used are highlighted opposite.Body text will be in either Adobe Caslon Pro Regular 12pt with a 14.4pt Leading, or Helvetica Neue Light 12pt with 14.4pt Leading. Headers and priortitised text being in bolder versions but staying the same size.

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abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

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Big Caslon: Medium

Adobe Caslon Pro: Regular

Adobe Caslon Pro: Bold

Helvetica Neue: Light

Helvetica Neue: Regular

13

Business System

To create a united brand look within Folkestone a specific style of stationary has been designed. These come in many forms including letterheads, business cards, evelopes and compliments slips. Each one has their own tailored look, and al-though they may not be consistent being tied to one specific layout, they have more artistic feedom and stick to the Guidelines. 4/5 Princes Gate • George Lane • Folkestone • Kent • CT20 1RH •Tel: 01303 257946 • Email: folkestone@folkestonetown.org

Correspondant Address1 Nowhere LaneNowhere ImparticularNW34RE

2nd December 2011

Reference: 01010101

RE: Test Letterhead and devide

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Kind Regards

Marketing Director Tel: 07791000000Email: sparky566@hotmail.com

www.folkestone.co.uk