BRAND GUIDELINES - Visit Hadrian's Wall Simplified... · Brand Guidelines 14 SUPPORTING GRAPHICS IN...

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Hadrian‘s Wall Brand Guidelines 1 BRAND GUIDELINES v1 May 2019 FOR DESIGNATED SITES AND BUSINESSES

Transcript of BRAND GUIDELINES - Visit Hadrian's Wall Simplified... · Brand Guidelines 14 SUPPORTING GRAPHICS IN...

Page 1: BRAND GUIDELINES - Visit Hadrian's Wall Simplified... · Brand Guidelines 14 SUPPORTING GRAPHICS IN USE Graduated title band and strip Here is the breakdown of the elements that make

Hadrian‘s WallBrand Guidelines 1

BRAND GUIDELINES

v1 May 2019

FOR DESIGNATED SITES AND BUSINESSES

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Hadrian‘s WallBrand Guidelines 2

Introduction 3

Designated site logo 4

Business logo 6

Incorrect Usage 9

Colour 10

Primary fonts 11

Secondary fonts 12

Supporting graphics 13

Supporting graphics in use 14

CONTENTS

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Hadrian‘s WallBrand Guidelines 3

This document outlines the rules for the basic elements of the Hadrian’s Wall World Heritage Site brand: logo, colours,our typefaces and other graphic elements. By applying the rules in this document consistently, you can help us ensure that our visual presence always retains a bold, strong family resemblance.

Hadrian‘s Wall Brand Guidelines 3

INTRODUCTION

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Hadrian‘s WallBrand Guidelines 4

DESIGNATED SITE LOGO

Full colour stacked version

Whenever the 2 logos are used together position as shown. The UNESCO logo should always appear above the Hadrian’s Wall Country logo when used in a portrait format.

Full colour horizontal version

Whenever the 2 logos are used together position as shown. The UNESCO logo should always appear before the Hadrian’s Wall Country logo when used in a landscape format.

The Hadrian’s Wall Country logo needs to be used alongside the UNESCO logo where ever possible.

The guidelines for the use of the combined logos, which includes the UNESCO logo, are as follows:

• When the site or use of the logo is within the designated section of the UNESCO World Heritage Site.

• OR when a site falls out of the UNESCO World Heritage Site, but is directly relevant to Hadrian’s Wall.

• The UNESCO logo CANNOT be used in any way to promote a business for profit.

To check whether your site falls within the UNESCO World Heritage Site you can check at the following website.

Scroll down the page to the title ‘World Heritage Site Maps’ and look at the map relevant to your site:

http://hadrianswallcountry.co.uk/hadrians-wall-management-plan/supporting-information

The space between the two logos should always be the distance shown by the watermarked UNESCO motif. (This is not part of the logo) The guide lines show the relative size between the logos and how they suite together.

(These are not a part of the logo) The order of the logos, spacing and relative scale cannot be altered.

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Hadrian‘s WallBrand Guidelines 5

The Hadrian’s Wall Country logo needs to be used alongside the UNESCO logo where ever possible.

The guidelines for the use of the combined logos, which includes the UNESCO logo, are as follows:

• When the site or use of the logo is within the designated section of the UNESCO World Heritage Site.

• OR when a site falls out of the UNESCO World Heritage Site, but is directly relevant to Hadrian’s Wall.

• The UNESCO logo CANNOT be used in any way to promote a business for profit.

To check whether your site falls within the UNESCO World Heritage Site you can check at the following website.

Scroll down the page to the title ‘World Heritage Site Maps’ and look at the map relevant to your site:

http://hadrianswallcountry.co.uk/hadrians-wall-management-plan/supporting-information

The space between the two logos should always be the distance shown by the watermarked UNESCO motif. (This is not part of the logo) The guide lines show the relative size between the logos and how they suite together.

(These are not a part of the logo) The order of the logos, spacing and relative scale cannot be altered.

Mono stacked version

Whenever the 2 logos are used together position as shown. The UNESCO logo should always appear above the Hadrian’s Wall Country logo when used in a portrait format.

Mono horizontal version

Whenever the 2 logos are used together position as shown. The UNESCO logo should always appear before the Hadrian’s Wall Country logo when used in a landscape format.

DESIGNATED SITE LOGO

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Hadrian‘s WallBrand Guidelines 6

BUSINESS LOGO

This logo can be used by tourism and other businesses that have a legitimate connection to the World Heritage Site and/or Hadrian’s Wall Country. This includes providers of tourism services such as accommodation, food and drink, crafts and local produce, walking and cycling activities, re-enactment groups. This logo can be used by such businesses on advertising materials, souvenirs, letterheads, leaflets, posters, websites etc.Mono version Mono version

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Hadrian‘s WallBrand Guidelines 7

BUSINESS LOGOS (ACCESS)

Full colour versions

There are a selection of logos that relate to modes of transport along the length of Hadrian’s Wall and its associated attractions.

These logos may be used by businesses providing access or access services to Hadrian’s Wall. If you are promoting or providing services in connection with one of these options, please use the appropriate logo.

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Hadrian‘s WallBrand Guidelines 8

BUSINESS LOGOS (ACCESS)

Mono versions

There are a selection of logos that relate to modes of transport along the length of Hadrian’s Wall and its associated attractions.

If you are promoting any of these transport options please use one of the relevant logos below.

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Hadrian‘s WallBrand Guidelines 9

INCORRECT USAGE

The examples on this page illustrate incorrect uses of the logo, which undermine the brand quality, status, clarity and consistency. Please note: under no circumstances use the old logo.

Never shown in any colour other than 3 core colours or black & white.

Never resize elements of the mark separately

Never infringe upon the mark’s exclusion zone

Never compromise the legibility and stand out of the mark

Never use with a strapline

Never rotated other than 90˚ Counter clockwise.

Never stretch or distort. Never recreated in a different typeface

WORLD HERITAGE SITE

ONE EPIC ADVENTURE

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Hadrian‘s WallBrand Guidelines 10

Pantone© 261

Process colour:C - 50 M - 100Y - 0K - 50

Pantone© 718

Process colour:C - 0 M - 70Y - 100K - 25

Pantone© 634

Process colour:C - 100 M - 0Y - 0K - 40

Pantone© Process Black

Process colour:C - 0 M - 0Y - 0K - 100

Pantone© 424

Process colour:C - 0 M - 0Y - 0K - 70

90%

80%

70%

60%

50%

40%

30%

20%

10%

COLOUR

This colour palette should be usedon printed or digital items inassociation with both the officialWorld Heritage Site logo and thelogo for use by tourism businesses.The colours have been selectedbecause they complement thecolours used in the logo itself.

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Hadrian‘s WallBrand Guidelines 11

PRIMARY FONTS

TRAJAN BOLD

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890(,.:;)£&@%?!/+-=TRAJAN REGULAR

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890(,.:;)£&@%?!/+-=

Trajan Pro is used for headings,primary and secondary.

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Hadrian‘s WallBrand Guidelines 12

SECONDARY FONTS

HELVETICA NEUE 75 BOLD

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890(,.:;)£&@%?!/+-=HELVETICA NEUE 45 LIGHT

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890(,.:;)£&@%?!/+-=

Helvetica Neue is used for the main body text and information graphics. For example maps, event information etc. This was chosen due to being extremely readable and works very well for use in large amounts of text.

Open Sans can be downloaded here as a free alternative to Helvectia Neue.

https://fonts.google.com/specimen/Open+Sans?selection.family=Open+Sans
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SUPPORTING GRAPHICS

Supporting graphics are important in the branding.

The Roman figure provides adynamic and eye catching symbol communicating to visitors the essence of the frontier garrison. The figure represents an auxiliary soldier.

The Roman figure may be used to support promotion of both designated sites and businesses. Use the Roman figure:

• as a cut out in the purple graduated title band

• as a tint in the background on publicity material, signage etc. Choose from the colour palette and use a tint from these. Use a photograph or as a bold graphic

• can be cropped (see page 18 for an example)

• NEVER distort the Roman

• NEVER compromise the legibility of the Roman

• NEVER rotate other than 90˚ counter clockwise for special circumstances.Black or reversed out A tint from colour palette Using a photo

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Hadrian‘s WallBrand Guidelines 14

SUPPORTING GRAPHICS IN USEGraduated title band and strip Here is the breakdown of the elements that make up the title header

Graduated title band

The Roman graphic

The Roman graphic & a Hadrian’s Wall image

The Roman graphic with the addition of the secondary strip

All the elements including the new logo & title to show how the headerstrip can be used

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SUPPORTING GRAPHICS IN USE

Entire Roman in use This is an example of a bus stop poster which shows the entire Roman figure in use.


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